The Future of Collecting: A Conversation With Umah Jacob
The Future of Collecting: Umah Jacob on Young Patrons, South Asian Art, and the Evolution of India Art Fair
Building a New Generation
When asked about the inspiration behind the Young Collectors Programme, Jacob explains that it stemmed from a need to spotlight emerging voices. “We felt a rising need to develop programming that highlighted fresh, exciting artists—those whose work extended beyond the main fair and deserved a dedicated platform to amplify their voices and connect with a younger, more diverse audience.”
From the beginning, the programme aimed to create more accessible pathways into the art world. “Through our interactions at India Art Fair,” she notes, “we realized that there was this palpable hunger to engage with the arts amongst younger generations” - an audience that didn’t necessarily fall within existing art and cultural communities.
How does the typical ‘young collector’ evolve through their journey via the programme? Jacob’s team has watched new collectors start their journeys by dipping their toes in - tentatively picking up a print or attending a workshop - and then gradually expanding their engagement with galleries and higher-value acquisitions. “They begin to embrace abstraction, performance art, newer mediums, and voices they hadn’t considered before.”
"Art is for everyone. It is a universal language and can translate seamlessly across cultures and languages, across generations and demographics.”
The Myth of Exclusivity
According to Jacob, one of the biggest challenges in engaging young collectors has been dismantling the notion that art is only for the elite. “In fact, as we all know and believe, the reality is the opposite! Art is for everyone,” she asserts. “It is a universal language and can translate seamlessly across cultures and languages, across generations and demographics.”
India Art Fair has addressed this by making its communication more accessible, down to details such as curatorial notes and artist information. “I don’t mean simplifying texts,” she clarifies, “I mean making the language clear and with as little art jargon as possible, while staying true to the artistic vision.”
And It doesn’t stop at lingo - inclusivity is woven into the fair’s programming structure too. “We actively involve people from different backgrounds, geographies, and experiences to bring their work to our audiences in the most thoughtful and inclusive ways.”
“See as much art as possible—but also go deeper than just the surface of the work itself. Understand the driving influences behind an artist’s work and the key themes that move them.”
What Young Collectors Are Looking For
When asked about the preferences of young collectors, Jacob highlights their openness to experimentation, especially at the start of their journey. “They are happy to engage with all kinds of mediums and practices and actually go with their gut,” she says, describing this instinctive approach as truly refreshing.
As they evolve, Jacob notes, young collectors tend to become more discerning, perhaps developing preferences for specific materials or mediums, or even acquiring several pieces by a single artist. Others may start thinking in terms of themes, or a collection that tells a cohesive narrative as opposed to individual artworks.
Do these tastes affect programming and curation at IAF? Jacob says that the process happens organically, since galleries are often clued into what people are enjoying. “But this is also an interesting loop,” she says, “where curators, institutions, critics, and authors influence which artists are chosen to be highlighted - and collectors are influenced by those choices as well.” However, she cautions against taking emphasis away from the true determinants of curation, programming and everything in between - the artists themselves.
"We believe in making our own balance (between traditional and contemporary art)—one that resonates with the way we exist organically in our region.”
Connecting Voices to Interests
Taking South Asian Art Global
What’s the biggest challenge in expanding South Asian art internationally? According to Jacob, it’s simply a lack of representation of South Asian artists’ works abroad—for now. “This will change, I have a sneaky feeling,” she says.
Rather than waiting for the world to catch up, IAF brings the international audiences to Delhi. “Once here, they can experience the sheer magnanimity of talent, see the works in person, and meet the community and the artists.”
Through strategic partnerships, the fair is attracting major global institutions. “This year, we have directors from the Guggenheim in New York, MoMA New York, The Louvre Abu Dhabi, The Guimet in Paris, LACMA, The Asian Art Museum in San Francisco, the Stedelijk in Amsterdam, Haus der Kunst in Munich, and several other leading international institutions visiting and engaging actively at the fair.” Patrons from around the world will be in attendance too, encouraged by IAF, participating galleries, and the burgeoning art scene.
While contemporary art remains the primary focus, India Art Fair also carves out space for modern and traditional South Asian art. “We believe in making our own balance—one that resonates with the way we exist organically in our region, with no linear demarcations between categories or forms of artworks.” When asked which forms seem to resonate most with global audiences, she notes that traditional art forms serve as an important entry point into South Asian art, that eventually leads them to more contemporary works.
Keeping Global Eyes on India
Beyond the four-day event, India Art Fair has developed robust year-round programming to sustain engagement between global collectors/institutions and South Asian talent. “This happens through ongoing engagement at biennales and international art events,” Jacob explains, “as well as through our network of supporters and galleries, who act as ambassadors by showcasing South Asian artists on global platforms.”
Jacob outlines the process of building this infrastructure, starting with early outreach to global institutions, followed by in-person meetings and the exchange of information and recommendations. Once these institutions visit IAF and experience the landscape firsthand, deeper engagement typically follows the next year. This is when museums and galleries often bring their acquisitions teams, patrons, curators, or directors to the fair. Beyond acquiring works by South Asian artists, these key figures also connect with regional institutions and galleries, visit artist studios, and plan exhibitions that further showcase South Asian artists on an international stage.
This approach has already led to collaborations with heavyweights like LACMA, and the Asian Art Museum in San Francisco. Most recently, IAF co-funded a project with the Sharjah Biennale and the Tate, with additional support from a young collector in Chennai and his foundation, The Avtar Foundation for the Arts.
Engaging Local Audiences
The focus on global interest certainly hasn’t taken India Art Fair’s attention away from Indian audiences. “This year, we supported initiatives like the Mumbai Gallery Weekend’s annual flagship talk, the Chennai Photo Biennale’s opening preview reception, and commissioned a contemporary Bharatnatyam dance troupe to create a performance inspired by an exhibition at the Museum of Art and Photography in Bangalore,” Jacob says.
A strong digital presence further expands accessibility. “We have artist films, editorials, online talks and discussions, and a social media program that highlights artists and exhibitors throughout the year.” The IAF website also has a noticeboard listing scholarships, grants, and residency opportunities for artists or arts-workers. It’s abundantly clear that there is a vision behind the YCP: an ecosystem that fosters art-centered discussion, invites participation, and supports emerging talent.
The Future of Collecting
As India Art Fair continues to grow, Umah Jacob remains committed to expanding the reach of South Asian artists and fostering the next generation of collectors.
If you don’t know where to start, Jacob says - just jump in. “Immerse yourself in the community. The more you see, the more you learn. And the more you learn, the more exciting your journey will be.”
About Umah Jacob
Umah Jacob is the Director of External Relations & Outreach at India Art Fair, where she fosters connections between collectors, institutions, and artists while driving the fair’s global expansion. She also leads the Young Collectors’ Programme, encouraging emerging collectors to engage with contemporary South Asian art. Dedicated to building a more inclusive art ecosystem, she plays a vital role in shaping the future of art patronage in the region.