Pivot, pivot, pivot!
Firefighting the biggest crisis at Dehradun Guitar Company
Client
Dehradun Guitar Company
Duration
6 months
Tools
Miro, ArtCAM, SketchUP
Project includes
Problem Framing
User research
Ideation workshops
Prototyping
Go-to-Market Strategy
User tests
The Premise
Dehradun Guitar Company is a custom guitar builder located in Dehradun, India. The company was founded in 2010 by Dave Murray, a luthier from Tennessee, and a few young locals. Dehradun Guitar Company builds high-quality, handmade guitars that are inspired by the natural beauty of the Himalayas. The company's guitars are made with premium materials and craftsmanship, and they are known for their rich tone and playability.
The location
The Problem
In 2017, we faced a significant challenge at the Dehradun Guitar Company when CITES restrictions were imposed, preventing the use of Indian Rosewood in guitar production and export. With over 90% of our revenue dependent on exports, and as head of business development, I knew we needed a transformative approach to navigate this obstacle.
Ajay Singh, COO, at the entrance to the workshop
The Solution
We launched a new line of guitars using local woods that weren’t restricted. We also simplified production and design so we could price them better for the Indian market. We kept things flexible, constantly adjusting based on what artists and dealers told us. It paid off: revenue grew 38% in the first year and over 380% the next, with India becoming a major contributor.
Co-ideating
We started with a simple question: “How do we keep the company alive and growing without Indian Rosewood?” Teams across design, production, and sales got together to brainstorm ideas, from testing new woods to redesigning the guitars and exploring untapped markets.
Testing indigenous tonewoods
Re-jigging for new processes
Prototyping
Once we had a few promising ideas, we got to work building prototypes. Each one tested a different wood, design, or feature. These early models helped us figure out what might actually work for real players.
Making soundboard for the first Himalayan series guitar
Halfway there with the first prototype
The Iterative Testing
The iterative testing phase was pivotal for gathering feedback and refining the solutions. We presented the prototypes to a select group of dealers, artists, and potential customers, obtaining real-time feedback on aspects such as aesthetics, playability, and sound quality. This direct interaction was instrumental in pinpointing resonating elements and identifying areas for further improvement. Using the feedback received, we transitioned to the implementation phase. Collaborating closely with artisans and production teams, we fine-tuned the prototypes to ensure efficient and consistent manufacturing while delivering the desired qualities.
Ehsaan Noorani with his DGC SJ
Dhruv Vishwanath with his DGC Himalayan
Go-to-market
With a refined product ready, we built a go-to-market plan focused on both local and international audiences. We used everything we’d learned during testing to shape how we talked about the guitars, how we priced them, and where we sold them.
After launch, I kept tracking performance— revenue, customer feedback, and market reach. That helped us stay sharp and adapt quickly.
Reflections
This experience taught me the value of starting with empathy and letting feedback guide the way. By prioritising empathy, innovation, and iteration, we successfully developed a guitar line that not only addressed the CITES restrictions but also tapped into new markets. This effort culminated in a remarkable 380.5% increase in revenue by the end of the second year, half of which was attributed to the Indian market.