If you install rooftop solar in India, you already know the first question on almost every call: “Subsidy kitna milega?” Ever since PM Surya Ghar: Muft Bijli Yojana was approved in 2024, homeowners arrive having seen a reel or a news story, and many of them have the numbers slightly wrong.
The installers who win these customers usually aren’t the cheapest. They’re the ones who answer clearly, quickly and the same way every time. This guide is about doing that well, from the first ad to the site survey.
Get the subsidy numbers right
Under the scheme, central financial assistance for homes is ₹30,000 per kW for the first 2 kW and ₹18,000 for the third kW, so ₹30,000 for a 1 kW system, ₹60,000 for 2 kW and ₹78,000 for 3 kW or more. Systems larger than 3 kW still get a maximum of ₹78,000, as Business Today summarised in July 2026. Special category and hilly states get higher rates, and some states add their own top-up.
Three points customers often misunderstand, and your team should say clearly:
- The subsidy is paid into the customer’s bank account after installation and inspection, not knocked off your invoice. They pay the full amount upfront, or finance it.
- The installation must be done by a vendor registered on the national portal, with an application through pmsuryaghar.gov.in and the discom’s approval and net meter.
- Collateral-free loans are available through public sector banks for systems up to 3 kW. Rates vary by bank and change, so share the bank’s current rate rather than a number from an old ad.
Rates and rules are set by government order. Check the portal before every campaign and put a “subsidy amounts checked on” date in your WhatsApp templates and landing page. This article was checked on 20 October 2026.
Why solar leads go cold
Solar is a considered purchase. A homeowner usually enquires with three or four installers, waits for the electricity bill, discusses it with the family and asks a neighbour who already has panels. Leads go cold when:
- the first call comes a day later, after a competitor has already explained the subsidy,
- each salesperson explains the subsidy and payback differently,
- the customer is asked for a site visit before they’ve got a rough price, or
- nobody follows up after the quote, because the next lead looks more promising.
A follow-up flow that works
Within minutes of the enquiry. Call or WhatsApp. Confirm their city, roof type (RCC or tin), roughly how much they pay for electricity each month, and whether they own the house. Those four answers tell you whether this is a real lead and what size of system to discuss.
Same day. Send a one-page estimate on WhatsApp: suggested system size, an indicative price range, the central subsidy for that size, any state top-up, and a rough payback range based on their bill. Label it clearly as an estimate before the site survey.
Within two or three days. Book the site survey at a time that suits both earning members of the family, often a weekend. Send a reminder the evening before.
After the quote. Follow up on day 2, day 7 and day 21. Answer the question they actually have: financing, the net meter, what happens during a power cut, maintenance. Then stop. Persistent is good; pestering loses referrals.
Every one of these messages can be a WhatsApp template. Our guide to WhatsApp API charges from October 2026 explains what each kind of message costs, and our WhatsApp setup service covers templates and approvals.
Keep claims honest
“Muft bijli” makes a great headline and a risky promise. Whether a customer’s bill really drops to zero depends on their consumption, system size, discom tariffs and net metering rules. Say “can cut your bill substantially” and show the estimate, rather than promising a zero bill. Customers who feel misled post reviews, and solar buyers read reviews.
Where automation fits
The first contact and the follow-ups are exactly the work that slips when your team is busy on rooftops. An AI sales employee can call every new enquiry within a minute, in Hindi, English or the local language, ask your four qualifying questions, explain the subsidy from your approved script, send the estimate on WhatsApp and book the survey into your calendar. Your sales team then spends its time on surveys and closing, which is where they earn their salary.
If you’re buying leads from Meta or a lead vendor, our lead cost calculator shows what each lead is worth to you once you know your conversion rate, and our piece on how fast to call back a new lead explains why the first hour matters so much.
