Abstract: In the past few decades, researchers have witnessed a
paradigm shift in Human Resource Management-from individual
performance to organizational outcomes with the role of Human
resource (HR) managers becoming increasingly significant to the
organization. In such a context, it is important to examine HR
practices from a strategic perspective on the sustained competitive
advantage (SCA) of the organizations. The present study explores
how Indian organisations look at their human resources strategically
when faced with competitive environment. Also, it explores strategic
initiatives being taken to manage human resources within the
organisations and how these initiatives promote SCA in terms of
enhancing the overall customer-centric delivery of goods and
services.