The New Art Money

A good eye for art goes beyond choosing a striking painting to fill a wall. It recognises the artist’s vision, the story behind the work and the qualities that make it endure. In Hyderabad, that sensibility is finding new expression as younger professionals and buyers join established business families in exploring contemporary art.

With Hyderabad Art Week (October 26 to November 1) bringing galleries, artists and collectors into focus, the spotlight is on what draws buyers to a work, what determines its value and how emerging artists find patrons.

When art becomes a luxury

Art often becomes a priority once more immediate needs have been met, says Supraja Rao, architect, interior designer, curator and gallerist, and founder and principal designer of Design House. “If you look at Maslow’s hierarchy of needs, people go from food to clothing and shelter. Once these are met, art is almost on top of the pyramid,” she says.

As more people become financially comfortable, art purchases can reflect genuine appreciation, status or a combination of both. “Galleries play a major role in building an artist’s career, beyond selling their work. They guide artists towards scholarships, residencies and important art fairs. An artwork’s monetary value depends on the artist’s journey, career and how their work is received. Galleries also help assess the market and position an artist’s work.”

Beyond art as décor

For Lakshmi Nambiar, a former investment banker turned gallerist, the shift is visible in how people approach collecting. “Hyderabad has always invested in beautiful homes, but art was often the last thing on the list, chosen to fill a wall after the furniture and fittings were in place,” she says. Over the past five years, she has seen younger members of business families and professionals take a more personal interest. They want to know the artist, understand the work and make their own choices. “With Hyderabad Art Week, we want visiting a gallery to become as natural as going out for a meal or a film. That is where a culture of collecting begins,” she says.

The collector’s eye

For art collector Archana Pendyala Sennar, collecting blends instinct with research. Over eight years, she has built a collection featuring Tota Vaikuntham, Jayasri Burman, Paresh Maity, Paramjit Singh and Ram Kumar, among others. “Today, I’m far more selective, placing greater emphasis on quality over quantity,” she says. Hyderabad’s collecting community is expanding, with younger professionals and first-time buyers joining established business families. For emerging artists, originality and a distinctive style can help attract patrons. “Patronage goes beyond acquiring an artwork. It’s about recognising potential and contributing to the future of Indian art,” she says. A work’s value depends on its quality, provenance, rarity, condition and market demand. Yet the pleasure of collecting goes beyond investment. “For me, the real joy of collecting lies in discovering, learning and living with art that I genuinely love.”

Finding the Right Patron

Hyderabad’s growing calendar of art events is opening doors for emerging artists, says Priyanka Aelay. “There’s Design Democracy, art fairs, important shows, panel discussions and talks happening almost every other day. I think it’s the best time for art to grow.” Exhibition openings help artists connect with collectors, established artists and galleries, exchange contacts and arrange studio visits. Exhibitions, university shows and awards can also boost visibility. Galleries help identify promising artists and price their work based on market trends.

For Aelay, finding patrons need not mean compromising artistic identity. “A true artist doesn’t have to really compromise. There’s always a meeting point between the artist and the collector,” she says. Collectors can offer inputs that artists explore within their own style. “Young collectors and versatile artists are also very open to this kind of exchange of energies and coming together for one artwork.”