You can learn a lot from those who strive to stand out amidst the throngs of an Indian market.

A recent article on the American Express OPEN Forum stands out not only for its colorful imagery, but also for its message. Indian street merchants must try very hard to stand out from the glut of competitors in street markets, bazaars and the like. Many times they do by embracing some core marketing concepts, such as being the best at something small:

Often times we try to make our businesses the best for an entire category. Are you building the best legal firm? Or the best home furnishing store? Instead of trying to own a broad category, what if you started to set your sights a bit narrower? Instead of the best furniture store, aim to have the best selection of coffee tables in town. Instead of trying to provide legal services for everyone, build a track record of being the best at foreclosures. Reputations can span to an entire industry, but they usually start with something smaller.

The author offers four tips gleaned from his observation of Indian street vendors. Read them all in this great OPEN Forum article.