Astaguru
AstaGuru is a Mumbai-founded digital-first online auction house operating since 2008, commanding 40% share of the Indian auction market. It serves HNW and UHNW collectors globally through online auctions spanning modern Indian art, jewellery, timepieces, and collectibles, with international offices in London and Singapore.
- Company typePrivate
- Founded2008
- HeadquartersMumbai, India
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Astaguru does
AstaGuru is a digital-first online auction house founded in Mumbai in 2008 by Vickram Sethi, specializing in Indian modern and contemporary art, jewellery, silverware, timepieces, furniture, textiles, and collectibles. The platform operates via astaguru.com with mobile apps on iOS and Android, supporting real-time online bidding, proxy and absentee bids, and phone bidding. AWS is used for server infrastructure. The company has held the position of top auction house in the Hurun India Art List 2024 and commands approximately 40% share of the Indian auction market.
The business model centers on a 21% buyer's premium on hammer price across all transactions, supplemented by consignment advisory, restoration, authentication, valuation, storage, and logistics services. Six recurring auction series (Collectors' Choice, Masters Legacy, Imperial Treasures, Historic Masterpieces, Iconic Masters, Heirloom) run on a scheduled cadence throughout the year, with recent record sales including Raja Ravi Varma's 'Yashoda and Krishna' at Rs 167.2 crore (highest South Asian artwork price at auction) and a Rs 163.65 crore white-glove sale at the December 2025 Historic Masterpieces auction. Distribution combines the online platform with physical ShowKeen exhibitions and Mumbai gallery spaces.
Customer segments are concentrated in HNW and UHNW collectors, Indian diaspora collectors abroad, and institutional buyers such as museums. The company has expanded internationally with London and Singapore offices in 2026, led by senior specialists hired from Christie's, Sotheby's, Phillips, and Bonhams. In January 2026, the Adar Poonawalla family office acquired approximately 20% strategic stake to fund further geographic expansion and AI-enhanced digital capabilities.
Astaguru firmographics
Firmographics- Name
- Astaguru
- Legal name
- AstaGuru Auction House Private Limited
- Website
- https://astaguru.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- AstaGuru is a Mumbai-founded digital-first online auction house operating since 2008, commanding 40% share of the Indian auction market. It serves HNW and UHNW collectors globally through online auctions spanning modern Indian art, jewellery, timepieces, and collectibles, with international offices in London and Singapore.
- Ownership category
- akta.pro rank
Astaguru industry classification
Industry- Product category
- Online Art Auctions
- NAICS
- Jewelry Retailers (458310), All Other Miscellaneous Retailers (459999)
- SIC
- Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Auction Houses (Luxury Watches & Jewelry) (CRAKAKAF)
- akta.pro secondary industries
- Online Collectibles Marketplaces & Auction Retail (CRALAGAO), Auction-based Generalist Marketplaces (CRAFAAAC)
Keywords
Where Astaguru is headquartered
LocationHeadquarters
- HQ city
- Mumbai
- HQ country
- India
- HQ region
- Asia
Offices3 records
Markets served
Astaguru business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Buyer's Premium / Auction Commission: AstaGuru charges a Buyer's Margin of 21% on the Hammer Price (final winning bid amount) for all auctions conducted on the platform. This is the primary revenue stream from facilitating art, antique, and collectible auctions. Additional charges include GST (goods and services tax), TCS (tax collected at source), and packing, insurance, shipping/handling charges.
- Consignment and Auction Services: Services include client advisory, restoration, authentication, valuations, storage, shipping, and logistics for consignors selling through auctions. Revenue generated through commission on successful sales.
- Store/Secure Purchase: Direct purchase option through the AstaGuru store for artworks and collectibles outside of auction setting, providing alternative revenue stream.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard Buyer's Premium |
| Unit Pricing | Multi-year contract | Security Deposit Tiers for Bidding Access |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels5 records
Astaguru product offering
Product offeringCore offering
AstaGuru is a digital-first online auction house that conducts scheduled timed auctions of consigned modern and contemporary Indian art, jewellery, silverware, timepieces, furniture, textiles, and collectibles via its website and mobile apps. The platform supports real-time online bidding, proxy bids, and phone bidding, and is complemented by client advisory, restoration, valuations, authentication, and direct-purchase store options.
Product overview
AstaGuru is a digital-first online auction house founded in Mumbai in 2008, operating a multi-category platform for art, antiques, jewellery, timepieces, and collectibles. The platform's core offerings include scheduled auction series (Collectors' Choice, Masters Legacy, Imperial Treasures, Historic Masterpieces, Iconic Masters, Heirloom) that run as timed online auctions through its website, supplemented by physical exhibition programs like ShowKeen. Beyond auctions, the company offers client advisory and restoration services, with dedicated departments for Modern & Contemporary Indian Art, Jewellery & Silverware, Timepieces, Furniture & Decorative Arts, Textiles, and Collectibles. International operations include offices in London and Singapore.
Differentiator
Problem solved
Functional benefit
Products and services
- Collectors' Choice (Auction Series)
Quantifiable outcome
- Revenue grew 138% between FY2023-24 and FY2025-26
- +4 more outcomes
Companies that use Astaguru
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles4 records
Astaguru technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Astaguru partnerships and signals
Strategic signalScale indicators8 records
Recent moves9 records
Expansion highlights6 records
Astaguru competitors and assessment
Company assessmentOthers
- Artsy: Global online art marketplace that aggregates gallery and auction listings; comparable as a digital channel for discovering and transacting Indian art, though not a direct auction competitor.
Direct peers
- Pundole's: Mumbai-headquartered auction house specializing in Indian modern art, antiques and collectibles; one of the most direct domestic competitors to AstaGuru in the Indian art segment.
- Saffronart: Mumbai-based online auction house specializing in Indian art, with the closest direct overlap to AstaGuru's core Indian modern/contemporary art business and online-first auction model.
- Bid & Hammer: Indian auction house holding curated sales of fine art, antiques and collectibles; smaller-scale but directly comparable in category mix and Indian-market positioning.
- StoryLTD: Mumbai-based online auction platform for Indian art and collectibles with a comparable digital-first model and similar focus on authenticated modern Indian works.
Broad incumbents
- Sotheby's: Largest global auction house and direct competitor across Indian art, jewellery and luxury timepieces; several AstaGuru senior hires (Tim Bourne, Jillian Kwan) are former Sotheby's leaders, underscoring the overlap.
- Bonhams: International auction house with strong Asian art, jewellery and watches departments; directly comparable in timepiece expansion strategy (Tim Bourne held senior roles at Bonhams) and competes for Indian-origin consignments.
- Christie's: Global auction incumbent operating across fine art, jewellery and luxury; directly comparable in core auction categories and the dominant Western competitor for marquee Indian art consignments, particularly through its Asian Art department.
- Phillips: Global auction house active in contemporary art, watches and jewellery; comparable business model and several AstaGuru team members (Laryssa Jesse, Jillian Kwan) previously held senior roles at Phillips.
Emerging players
- Bidsquare: Online auction aggregator partnering with regional auction houses to stream timed online sales; comparable digital-first infrastructure approach for connecting collectors to multiple auction houses.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Astaguru social profiles
Digital presenceAstaguru financial estimates
Financial estimateRevenue estimate
Valuation estimate
Astaguru leadership team
Management profileNumber of profiles
Profiles13 records
Astaguru subsidiaries and ownership
Company hierarchySubsidiaries2 records
Astaguru funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Astaguru M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Astaguru
What does Astaguru do?
AstaGuru is a digital-first online auction house that conducts scheduled timed auctions of consigned modern and contemporary Indian art, jewellery, silverware, timepieces, furniture, textiles, and collectibles via its website and mobile apps. The platform supports real-time online bidding, proxy bids, and phone bidding, and is complemented by client advisory, restoration, valuations, authentication, and direct-purchase store options.
Is Astaguru a public or private company?
Astaguru is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Astaguru founded?
Astaguru was founded in 2008. It employs 1 to 10 people.
Where is Astaguru based?
Astaguru is headquartered in Mumbai, India, in the Asia region.
How does Astaguru make money?
Three revenue lines are on record. Buyer's Premium / Auction Commission is the primary driver. The others are consignment and Auction Services and store/Secure Purchase.
Who are Astaguru's main competitors?
Artsy is listed as an others. Direct peers are Pundole's, Saffronart, Bid & Hammer and StoryLTD. Broad incumbents are Sotheby's, Bonhams, Christie's and Phillips. Bidsquare is listed as an emerging player.
Does Astaguru have an API?
No public API is recorded for Astaguru.
What industry is Astaguru in?
Astaguru's product category is Online Art Auctions. Its primary akta.pro industry code is CRAKAKAF, Auction Houses (Luxury Watches & Jewelry), with a secondary code of CRALAGAO, Online Collectibles Marketplaces & Auction Retail. Its NAICS code is 458310 and its SIC code is 5944.