Visit any Indian street market and you\“ll witness masterclasses in scatter and wild meaning. The apparent chaos of products scattered everywhere—clothes hanging above spices, electronics next to vegetables—follows a deeper logic that regular customers understand perfectly.
The scatter serves a purpose. By placing unrelated items together, vendors create unexpected discoveries. You came for vegetables but noticed perfect wedding jewelry. This scatter generates wild meaning through serendipity, something modern retailers are now copying with cross-category placements.
Indian shoppers navigate this scatter with amazing efficiency. They know exactly where to find what they need amidst what looks like disorder to outsiders. This reveals the wild meaning: what appears scattered is actually highly organized according to local knowledge and relationships.
Modern Indian marketers should study these markets. The scatter of touchpoints—social media, messaging apps, physical stores—should create similar wild meaning through connected experiences. Like market vendors who remember customer preferences across multiple visits, brands must maintain continuity across scattered interactions. |
