Hello Aspirant.

At 28 marks, it's almost negligible for your friend to get college based on JEE main. Your friend can either try to give the next JEE main that'll be held in April and he can also try for more Examination just as BITSAT UPTU or VITEEE.

He can still go for private colleges which either take merit based admission or don't consider JEE main marks.

Yes he can still apply for counselling.

Best of luck