A Mission to Cool Lives in India
Innovative solutions for a growing crisis - the story of Excel Coatings and its impact
India's climate is as diverse as its culture, but scorching summer months are a shared reality for millions. With urban areas experiencing “heat island” effects, and rural communities often lacking adequate shelter, many households find themselves facing insufferable indoor temperatures, soaring to 45 or 50 degrees celsius without proper insulation. This was a reality for Arul Selvi, who lived with her extended family in a small, self-built house with no cooling system. "It was like being in a sauna," she recalls. Air conditioning seemed to be the only solution, resulting in high electricity bills that strained the family's limited income. And her story is just one of millions.
Need for innovative and affordable solutions
A staggering 110 million housing units are projected to be needed in India by 2030, with 80-90% of the demand stemming from the low-income segment, which often cannot afford cooling solutions. On top of that, the World Bank estimates that by 2030, over 200 million people in India will be exposed to heatwaves, posing significant health risks and leading to the loss of 34 million jobs (ETEnergyWorld, 2023).
While government subsidies have helped with housing, most homes remain without effective and affordable cooling solutions.
“The housing challenges in developing countries are too great for governments to tackle alone. Engaging the private sector is essential, as a market-based approach not only drives significant and lasting improvements in housing quality but also provides sustainable solutions that reduce dependence on external funding over time. Through initiatives like the MicroBuild Fund with TCIS, we aim to catalyze market performance by resolving bottlenecks and expanding access to affordable housing for low-income families,” says Melinda Sasfi, Head of Affordable Housing at the Hilti Foundation.
This sets the stage for the story of Excel Coatings, a family-owned business founded in the early 2000’s. Their product, Excel CoolCoat, is a sustainable, heat-reflective roof coating, that brings relief in fighting extreme indoor heat. Yet, in the low-income sector, providing a solution is only part of the challenge—earning customer trust and ensuring accessibility can be even harder to achieve.
How Excel Coatings is conquering the market
Initially focused on business-to-business sales, the Excel Coatings found it difficult to compete with larger players in the B2B market and struggled to find ways to reach low-income households who stood to benefit most. Recognizing the challenges they faced in reaching potential customers who could benefit from their product, Excel Coatings formed a strategic partnership with the Terwilliger Center for Innovation in Shelter (TCIS) which is supported by the Hilti Foundation. With TCIS providing technical and financial assistance, Excel Coatings shifted its strategy from B2B to direct customer engagement. By leveraging innovative marketing techniques, such as digital campaigns and influencer partnerships, the company significantly expanded its reach. To showcase the product’s real-world effectiveness, pilot projects were executed, helping to change consumer perceptions. This approach positioned Excel Coatings as a key player in the affordable housing sector while making thermal comfort more accessible. By introducing a more affordable, eco-friendly version of the coating, they ensured that more families could enjoy cooler, comfortable homes at a lower cost.
Excel Coatings’ Growing Impact
Excel Coatings’ visibility soared, and potential customers began to recognize the product through videos and social media promotions—exposure the company never could have achieved on its own. “In just three months, we saw 75% growth in direct sales, with product awareness skyrocketing,” recalls the company’s CEO, Mr. Vidhyaprakash. After discovering Excel CoolCoat through social media, Arul Selvi decided to try it for her home. The transformation was immediate. “Now, we only need the air conditioning at night for a couple of hours,” she says. “I feel so relieved and grateful that I can finally enjoy my space without worrying about the heat.” Arul Selvi’s story is just one of many that highlight the profound impact Excel Coatings is having on low-income families across India. By making homes more comfortable, the company is significantly improving the lives of families nationwide.
• Affordable, heat-reflective roof coating
• Lowers indoor temperatures by up to 9°C
• Costs 4,500–5,000 rupees (43–54 EUR), ROI in 12–14 months
• Easy to apply for non-professionals
• Reduces need for AC, lowering CO2 emissions
TCIS and the Hilti Foundation
The Hilti Foundation supports Habitat for Humanity’s Terwilliger Center for Innovation in Shelter (TCIS) to bring affordable, sustainable housing solutions to low-income families. Together, they work to develop and introduce practical, market-based products that can improve living conditions for underserved communities. Focusing on three pilot regions—Peru (construction services), India (heat-reflective coatings), and the Philippines (walls and foundations)—the initiative aims to prove that these solutions can succeed in real-world conditions. In India, for instance, the partnership is making strong progress, helping families access cooling roof coatings that reduce indoor temperatures and improve comfort in hot climates.