Accelerator Program for MSME Manufacturers in the Construction Chemicals Sector — Tamil Nadu, India
Habitat for Humanity’s Terwilliger Center for Innovation in Shelter is launching a targeted accelerator program to support Micro, Small, and Medium Enterprises (MSMEs) involved in manufacturing construction chemicals in Tamil Nadu. This initiative is designed to promote innovation, inclusion, and sustainability in India’s fast-growing construction sector by empowering smaller firms to compete and thrive in a challenging market environment.
Context and Sector Overview
India’s construction industry is the country’s second-largest employer after agriculture, contributing over 9% to the national GDP. Rapid economic development and urbanization have significantly increased demand for housing, further amplified by the central government’s flagship Pradhan Mantri Awas Yojana (PMAY) program. This policy supports affordable housing development for Middle-Income Groups (MIG), Low-Income Groups (LIG), and Economically Weaker Sections (EWS), offering financial assistance to facilitate new construction.
In this context, the role of construction chemicals—such as waterproofing agents, admixtures, grouts, tile adhesives, and heat-reflective coatings—has become increasingly important. These products improve durability, reduce maintenance costs, and enhance the life cycle of buildings. Despite growing awareness, adoption among low-income households (LIHs) remains limited due to issues of cost, accessibility, and trust in the market.
A 2023 study conducted by the Terwilliger Center showed that while 80% of surveyed homeowners were aware of waterproofing solutions, only 38% had used them in their construction projects. This gap presents both a challenge and an opportunity—to expand market access while improving the quality and sustainability of housing for vulnerable populations.
The Role of MSMEs
MSMEs play a critical role in the construction chemicals sector. Agile and innovative, these businesses are well-positioned to address local housing challenges. However, many face significant barriers to scale, including limited research and development capabilities, weak market positioning, and insufficient operational resources. These constraints limit their ability to compete with established brands and prevent them from reaching underserved markets.
To address this gap, the Terwilliger Center is launching an Accelerator Program specifically tailored to MSME manufacturers in the construction chemicals space. The program aims to strengthen these enterprises by equipping them with the tools, mentorship, and strategies needed to grow sustainably.
Program Objectives
The accelerator will support MSMEs through structured training, expert guidance, and market access strategies. Specific goals include:
- Providing access to mentorship from industry experts and experienced entrepreneurs.
- Identifying and onboarding a qualified technical partner to co-design and execute the program.
- Delivering targeted workshops and technical sessions focused on sector-specific growth barriers.
- Offering in-depth support to 2–4 selected MSMEs to pilot innovations or new business models.
- Enhancing operational efficiency, market reach, and innovation capacity among participating enterprises.
The program aligns with the Terwilliger Center’s broader scaling strategy and builds on six years of experience working with manufacturers across Tamil Nadu. It aims to catalyze broader industry transformation by promoting inclusion and improving the accessibility of high-quality building materials for low-income consumers.
Timeline and Implementation
The accelerator program is scheduled to run from August 2025 through February 2026, with extended support to selected firms continuing until April 2026. The program will be delivered in both English and Tamil to ensure accessibility for all participants.
Requirements and Qualifications
Interested firms or consultants should demonstrate the following:
- Proven experience in designing and implementing accelerator programs, particularly for MSMEs.
- Familiarity with the construction or housing sector, especially in India.
- A team with relevant credentials and experience in business growth and innovation.
- Capacity to deliver programming in English and regional languages (Tamil preferred).
Budget and Proposal Guidelines
The submitted budget should reflect all anticipated costs, including professional fees, travel, and other reimbursable expenses. Applicants must include:
- A detailed technical and financial proposal, outlining methodology and cost structure.
- Profiles or CVs of key personnel, including the lead expert.
Submission Details
Proposals should be submitted by August 7, 2025, via email to:
Please use the subject line: Accelerator Program for MSME Manufacturers in Construction Chemicals Sector
Only shortlisted applicants will be contacted for further discussion.
About Habitat for Humanity
Founded in 1976, Habitat for Humanity is a global nonprofit committed to building homes, communities, and hope. The organization works alongside people of all backgrounds to create safe, affordable housing and foster sustainable development. Habitat is an equal opportunity employer dedicated to fostering diversity, safeguarding vulnerable communities, and promoting ethical behavior across all its operations.
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