Pepperfry - Complaint against Unethical Policy of e-Commerce Marketplace

I had purchased a Product from Pepperfry. After placing the order, I had a change of mind, hence I decided to cancel the order.
Now, this is where pepperfry is playing tricks with customers in the name of their refund and cancellation policy. They refund the amount to original payment source only when requested through their customer care call(not a **x* service), and if unaware of their Policy, cancellation is done through app or website account itself, consumer is 'forced' to agree to get refund to their own wallet (which doesnt have any interoperability).
I, unawarely, got stuck into this trap and got my refund against cancellation of Rs. into their own wallet. Despite of requesting to customer care several times and even to their ceo office, they refused to refund to original payment source, which is a kind of trap the company is playing with consumers, in the name of Policy. Such policy is not a fair and Ethical policy, as compared to the peer e-commerce sites. Once fallen into this trap, a consumer is forced to buy something through pepperfry only, to get the value of money stuck in their wallet, which is extremely unethical, in terms of e-commerce marketplace.
This has resulted into mental agony and stress too, risking my hard earned money into stake and forcefully buying any other product from pepperfry only.
In this regard, Concerned Authorities, Ministry of Consumer Affairs, is requested to take suo-moto cognizance of such malpractices by Pepperfry, be taken so as to avoid Exploitation of consumers and their hard-earned monies, in the name of Company Policies. Overall Reviews and customer experiences with Pepperfry, as shared by many other consumers at various instances on various websites and portals, Playstore, Appstore, etc, may please be taken into consideration to understand the gravity of the situation.