Christie's holds its first art auction in India on Thursday, aiming to tap into a budding market for prestige purchasing among the country's fast-growing ranks of millionaires despite an economic slowdown.
The inaugural sale of 83 lots in the financial hub of Mumbai features paintings from the private collection of one of India's first families of contemporary art as well as pieces from six of the nine Indian artists deemed "national treasures" whose works cannot leave the country. It is expected to total between $6 million to $8 million US.
Christie's sees the relatively underdeveloped art market in Asia's third-largest economy as fertile ground for growth as part of its international expansion that has included recent auctions in China and the Middle East.
While overall Indian growth has been stalling, the number of people worth $1 million US or more is expanding and they show no signs of slowing their spending, fuelling double-digit growth in the luxury market for the past five years.
London-based Christie's is betting that that wealth will increasingly go into investment in art, as it has in China, where the recent Shanghai auction drew $25 million US.
"There is a need for us to be here," Christie's auctioneer Jussi Pylkkanen said.
Wealthy Indians slowly investing in art
While China's wealthy have embraced art purchases and now rival the U.S. as the largest market in the world, India's elite have been slower to invest. China and the U.S. last year accounted for 25 per cent and 33 per cent, respectively, of the $58.7 billion global fine art and antiques market. India did not even make the top five, lumped together with "other countries" accounting together for 7 per cent, according to a report by The European Annual Fine Art Foundation.
But Christie's is expecting that will change as India's rich — who are already eating up luxury brands in clothing, jewelry and automobiles — train their attention and bank accounts on fine art.
India's overall economic growth has slowed to under 5 per cent compared to more than 8 per cent in the previous decade. At the same time, the ranks of Indian millionaires reached 170,000, according to the research firm Euromonitor.
The survey declared India the most dynamic luxury goods market and forecast it to grow by 86 per cent in value over the next five years, followed by China at 72 per cent, Brazil at 31 per cent and Russia at 28 per cent.
Moving into prestige investments like art is the next natural step in luxury spending, said Euromonitor's Fflur Roberts.
"The higher you go up in the scale of wealth, art is becoming increasingly more attractive," Roberts said. "It's an appreciation of art and that luxury of being able to buy art."
Rajan Sehgal, who manages private banking for Indian nationals for Credit Suisse, confirms that wealthy Indians are increasingly buying art.
"Today, art is a very important and an extremely key investment over the years, much more than real estate in some markets," Sehgal said.
Indian buyers have been snapping up pieces at Christie's events in London and New York, and the auction house believes the time is ripe to hold its first sale inside India, where it has had a representative office for nearly two decades.
Artwork from Kekoo, Khorshed Gandhy
The inaugural auction includes works from the personal collection of the late Kekoo and Khorshed Gandhy, who owned a Mumbai framing shop-turned-gallery and were personal friends with many of the giants of the modern art scene. Among their works for sale is a 1991 painting by Tyeb Mehta, expected to fetch around 50 million rupees (about $810,000 US) on Thursday.
Mehta, a member of the mid-20th century Bombay Progressive Artists Group, is one of the best-known modern Indian artists. Another of his works under the gavel Thursday evening is expected to sell for over $1.2 million US.
The sale at Mumbai's landmark Taj Mahal Palace hotel also features six of just nine Indian artists deemed so essential to Indian culture that they are illegal to export. Among the canvases is an early painting by Amrita Sher-Gil from an "important private collection" that is expected to sell for over 30 million rupees ($486,000 US).
While Thursday's auction consists entirely of Indian art, auctioneer Pylkkanen, who is also head of Christie's Europe, said the hope is that as India's wealthy begin to get a taste for fine art, they will also move into buying rare objects from around the world.
"The market here will be very healthy," he said. "The key thing is whether we can introduce more collectors from the region to art from other parts of the world that Christie's sells."