Purpose The investigation concentrated on studying a distinct category of tubular heat exchanger that uses swirling airflow over tube bundle maintained at constant heat flux. Swirl flow is achieved using a novel perforated baffle plate with rectangular openings and multiple adjustable opposite-oriented saw-tooth flow deflectors. These deflectors were strategically placed at the inlet of the heat exchanger to create a swirling flow downstream. Design/methodology/approach The custom-built axial flow heat exchanger consists of three baffle plates arranged longitudinally supporting tube bundle maintained at constant heat flux. The baffle plate equipped with saw-tooth flow deflector of various geometry represented by space height ratio(e/h). Next, ambient air was then directed over the tube bundle at varying Reynolds number and the effect of baffle spacing (PR), Space height ratio (e/h) and inclination angle(a) of deflectors on performance of heat exchanger was experimentally analyzed. Findings The heat transfer augmentation of heat exchanger for given operating condition is strongly dependent on geometry, inclination angle of deflector and baffle spacing. Originality/value An average improvement of 1.42 times in thermal enhancement factor was observed with inclination angle of 30°, space height ratio of 0.4 and a pitch ratio of 1.2 when compared to a heat exchanger without a baffle plate under similar operating conditions.