Abstract The wet bulb efficiency is an essential parameter in performance of Indirect evaporative cooling systems, as it impacts efficiently cool air while minimizing energy usage. This paper focuses on model and optimize multi tubular type wet channel for indirect evaporative cooler system. The optimized wet bulb efficiency based on Box-Behnken experimental design model and response surface method. The methodology included predicting and optimizing input process and working flow parameters of indirect evaporative cooling system to maximize wet bulb efficiency. A quadratic model of response surface method was used to evaluate influence of each factor on wet bulb efficiency, which was validated through analysis of variance results. The study found a maximum WBE of 89.65% under specific conditions, with a relative error of 3.25% between predicted and experimental result. This optimization process, governed by RSM, determined essential parameters for enhancing efficiency of system. These parameters include inlet process temperature of 28°C, working air velocity of 3.5 m/s, relative humidity of 45%, and inlet working air temperature of 24°C. These results demonstrate practical significance of current research, providing useful insights for optimal design and optimization of indirect evaporative cooling systems to fulfil cooling requirements while minimising energy consumption.