Page 132 - NITI - Navigating Indian Traditions in Industry

7.1.4. Vigraha (Conflict and Combat)

Vigraha in Dhanurveda focuses on the principles of conflict, combat, and direct
engagement in warfare. It is about facing challenges head-on, managing conflicts
effectively, and using tactical maneuvers to overcome adversities. In business, this
branch can be applied to how companies engage in competitive situations, handle
conflicts (internal and external), and position themselves to win in the market.

Modern Theories and Practices Linked to Vigraha:

Competitive Strategy and Conflict Management Frameworks
Modern competitive strategies and conflict management practices are designed to
prepare organizations for engaging with rivals, handling market competition, and
navigating conflicts effectively. This mirrors Vigraha’s focus on actively managing
conflict and using strategic maneuvers to emerge victorious in challenging situations.

Case Study: PepsiCo vs. Coca-Cola – The Cola Wars

The ongoing competition between PepsiCo and Coca-Cola, particularly during the
“Cola Wars,” is an excellent example of how Vigraha’s principles of direct conflict
and tactical combat are applied in the business world. The Cola Wars represent a
battle for market dominance in the global beverage industry, with both companies
using various strategies to gain a competitive edge. Here’s how this conflict aligns
with Vigraha:

1. Direct Competitive Engagement:
Coca-Cola and PepsiCo have been locked in direct competition for decades, each
trying to outmaneuver the other in terms of market share, brand loyalty, and product
innovation. Just as in Vigraha, where warriors engage in direct combat, these two
giants have faced off repeatedly through pricing wars, marketing campaigns, and
product innovation to assert dominance over each other.
One of the key battles in the Cola Wars involved the Pepsi Challenge, a marketing
campaign that directly targeted Coca-Cola by encouraging consumers to taste test
Pepsi against Coca-Cola. This aggressive marketing tactic was a form of direct
engagement that mimicked the tactical confrontations emphasized in Vigraha.

2. Tactical Maneuvers:
PepsiCo and Coca-Cola each adopted different tactical maneuvers to win the battle
for consumers’ preferences. Coca-Cola, for instance, maintained a strong emotional
appeal with its “Share a Coke” campaign, emphasizing nostalgia and personal

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