Pepperfry.com - Cancellation not accepted even when intimated within 30 mins from the time of order.

I made an online order for purchasing two items viz., Wardrobe and dressing table in pepperfry.com. However, I wanted to cancel the order of dressing table as the offer price quoted was Rs.**** and once the payment was don't the amount I paid for the product was Rs.****. The coupon for the discount for Rs.**** said successfully applied however when purchase was made, the coupon code was not applied to the total amount I paid. So, I decided to cancel the order of the dressing table. However, even when I contacted the customer support for cancellation within **mins from the time of order, the customer service person rejected my request outright, quoting his policy where they won't cancel an order even if a customer calls within * mins from the time of order. I don't understand how they could reject the request without even considering the facts and situation. Not accepting cancellation once an item is shipped is acceptable. But in my situation it was different and they quote the same policy for all senerio. I could have ordered better product for Rs.****. Instead because of their website issue I had end up paying Rs.**** more.