![Products from six of the eight D2C brands in this read - Mamaearth, Plum, mCaffeine, Minimalist, Beardo and Bombay Shaving Company - in their own listing photographs on a colour-block banner]()
When customer support stops helping, the next step is supposed to be a named grievance officer. Minimalist and mCaffeine both publish theirs "in accordance with Information Technology Act 2000"; Mamaearth cites that Act and the Consumer Protection Act, 2019.
So on 23 October 2026 we read four pages each for eight Indian D2C brands - terms, privacy, refunds and contact - and wrote down what we found. Five publish something. Only two name a human being. And not one of the eight publishes how long it will take to reply.
📅 Update log:
23 Oct 2026: first published. Names, emails, phone numbers and office hours read from each brand's own /policies/terms-of-service, /policies/privacy-policy, /policies/refund-policy and /pages/contact-us on 23 October 2026, from India, logged out - 32 URLs. A first pass that read only the policy documents undercounted, because Plum and Dot & Key publish theirs on their contact pages; the table reflects the corrected read. Nothing was purchased and no brand was contacted.
What a grievance officer is, and why these pages exist
If an online seller cannot resolve your complaint through ordinary customer support, the next step is meant to be a designated grievance officer — a named contact an Indian consumer can write to, with published contact details.
Several of the brands below say exactly that on their own pages. Minimalist and mCaffeine both begin with "In accordance with Information Technology Act 2000 and rules made there under…", and Mamaearth cites both the IT Act 2000 and the Consumer Protection Act, 2019.
So we went looking. On 23 October 2026 we read four pages for each of eight well-known Indian D2C brands — terms of service, privacy policy, refund policy and contact page, 32 URLs — from India, logged out, and recorded what each one published.
What eight brands publish
| Brand | Who is named | How to reach them | Hours | Where we found it |
|---|
| Mamaearth | Supratim Sarkar — a named person | nodal@mamaearth.in | Mon–Fri, 9:00 am – 6:00 pm | Terms of Service |
| Plum | Mr. Ajay Gopalakrishnan — a named person | grievance.officer@teampureplay.com
+91 750-649-6604 | Not stated | Contact Us page |
| mCaffeine | PEP Technologies Pvt Ltd — a company, not a person | woot@mcaffeine.com
+91 9357933933 | Mon–Fri, 9:00 – 18:00 | Terms + Privacy Policy |
| Minimalist | Uprising Science Pvt Ltd — a company, not a person | Email renders as "[email protected]"
+91 97723 46555 | Mon–Sat, 10:00 – 18:00 | Privacy Policy |
| Dot & Key | Has a dedicated Grievance Officer Details page | Details did not render to our fetch | Not read | /pages/grievance-officer-details |
| Beardo | Nothing found on the four pages we read | — | — | — |
| Libas | Nothing found on the four pages we read | — | — | — |
| Bombay Shaving Company | Nothing found on the four pages we read | — | — | — |
Read the "where we found it" column before drawing conclusions. Plum's and Dot & Key's details are not in their policy documents at all — they are on the Contact Us page. Our first pass checked only the policy pages and undercounted as a result. That is also why we do not say the last three brands have no grievance officer: we say we did not find one on the four pages we read.
Exactly what we checked
| URL pattern | Brands | Result |
|---|
| /policies/terms-of-service | All 8 brands | Served for all 8 |
| /policies/privacy-policy | All 8 brands | Served for all 8 |
| /policies/refund-policy | All 8 brands | Served for all 8 |
| /pages/contact-us | The 5 brands with nothing in their policy documents | Served for all 5; this is where Plum's and Dot & Key's turned up |
The two things nobody publishes
- A response time. Not one of the eight states how long it will take to acknowledge or resolve a complaint. They publish office hours instead, and those differ by brand — Monday to Friday 9–6 at Mamaearth and mCaffeine, Monday to Saturday 10–6 at Minimalist, nothing stated at Plum.
- An escalation path beyond themselves. None of the pages we read tells you what to do if the grievance officer does not reply — the National Consumer Helpline and the consumer commissions are not mentioned on any of them.
Two practical notes from reading these pages. Minimalist's email address renders as "[email protected]" to a plain page fetch — it is obfuscated against scrapers, so you will need to open the page in a normal browser to read it. And mCaffeine's grievance address is woot@mcaffeine.com, which is also its general support inbox, so put "Grievance Officer" in your subject line.
What this page does not tell you
We did not test a single one of these channels, and this page is not legal advice. Every name, email address, phone number and set of office hours above was read from the brands' own published pages on 23 October 2026, from India, as a logged-out visitor. Nothing was purchased, no complaint was filed, and no brand was contacted - so we cannot tell you whether any of these addresses is monitored, how quickly anyone replies, or whether a complaint gets resolved. We are not lawyers.
Absence from the pages we read is not evidence of non-compliance, and we are not alleging any. We checked four specific URLs per brand. A brand may publish its grievance officer on a page we did not read, inside its app, on an order confirmation, or in a format our fetch could not render - which is exactly what happened with Dot & Key, whose dedicated grievance page returned 200 while its contents did not load for us. Our own first pass undercounted for the same reason, and we have said so above rather than quietly correcting it.
Details change. Officers move on and inboxes are retired. These were the published details on the date above; check the live page before writing, and do not rely on a name you read here months later.
Frequently Asked Questions
Which D2C brands publish a grievance officer, and how do I reach them?
Of the eight brands we read on 23 October 2026, five publish something. Mamaearth names Supratim Sarkar at nodal@mamaearth.in, Monday to Friday, 9 am to 6 pm. Plum names Mr. Ajay Gopalakrishnan at grievance.officer@teampureplay.com and +91 750-649-6604. mCaffeine gives woot@mcaffeine.com and +91 9357933933, Monday to Friday 9 to 6. Minimalist gives +91 97723 46555, Monday to Saturday 10 to 6, with an email address that does not render to a plain page fetch. Dot & Key has a dedicated grievance officer page, though its contents did not load for us. On Beardo, Libas and Bombay Shaving Company we found nothing on any of the four pages we checked.
Are brands required to publish a grievance officer in India?
Several of these brands say so themselves, which is the cleanest way to answer it. Minimalist and mCaffeine both introduce their details with the words "In accordance with Information Technology Act 2000 and rules made there under, the name and contact details of the Grievance Officer are provided below". Mamaearth goes further, saying its officer is identified "pursuant to the provisions of applicable laws including but not limited to the Information Technology Act, 2000 and the Consumer Protection Act, 2019, and the rules enacted under those laws". We are not lawyers and this page is not legal advice, and we are not asserting that any brand here is non-compliant — a brand may publish its officer somewhere we did not look, or in its app. What we can say is which of eight well-known brands made it findable on their own terms, privacy, refund and contact pages.
Why does it matter whether a person is named?
Because the clause the brands themselves quote asks for "the name… of the Grievance Officer", and only two of the eight give one. Mamaearth names Supratim Sarkar; Plum names Mr. Ajay Gopalakrishnan. mCaffeine and Minimalist name the operating company instead — PEP Technologies Pvt Ltd and Uprising Science Pvt Ltd — followed by a general address, phone number and email. In practice a working email is what gets a complaint answered, and a company-level inbox may well be answered faster than a named individual's. The reason the name matters is escalation: if you need to show a consumer forum that you wrote to the designated officer and got nowhere, a named officer makes that easy to evidence and a generic support address does not.
How long do these brands have to resolve my complaint?
Not one of the eight publishes a response or resolution time on the pages we read. What they publish instead is office hours, and even those differ: Mamaearth Monday to Friday 9 to 6, mCaffeine Monday to Friday 9 to 6, Minimalist Monday to Saturday 10 to 6, with Plum stating none. So a complaint sent on a Saturday afternoon reaches a staffed desk at three different times depending on which brand you bought from. If a published timeline matters to you, the escalation routes outside the brand — the National Consumer Helpline and the consumer commissions — are the ones that carry statutory timelines, not these pages. Again: not legal advice, and we have not tested any of these channels.
What should I do before emailing a D2C grievance officer?
Exhaust the ordinary support route first, and keep the record. A grievance officer is an escalation point, not a first port of call, and every one of these brands runs normal customer support alongside it. Before escalating, have the order number, the date, screenshots of the listing and of any offer you relied on, and the full support thread. Send the escalation in writing to the published address rather than by phone, so that there is a record of when you wrote and what you asked for. Note that two of the five published routes here are plain support inboxes (woot@mcaffeine.com is mCaffeine's general address), so say explicitly in the subject line that you are addressing the Grievance Officer.
Prices & codes last verified: October 23, 2026
Every name, email address, phone number and set of office hours on this page was read from the brands' own published pages on 23 October 2026, from India, as a logged-out visitor - specifically each brand's /policies/terms-of-service, /policies/privacy-policy, /policies/refund-policy and /pages/contact-us. Nothing was purchased, no complaint was filed and no brand was contacted, so this page cannot tell you whether any address is monitored, how quickly anyone responds, or whether complaints are resolved. This page is not legal advice and we are not lawyers; the statutory position on grievance officers is summarised only as the brands themselves describe it on their own pages. Where we report that nothing was found, that means nothing was found on those four URLs on that date - it is not a claim that a brand has no grievance officer and not an allegation of non-compliance, since details may be published elsewhere on a site, in an app, or in a format our fetch could not render. Dot & Key's dedicated grievance page returned a valid response while its contents did not load for us, and Minimalist's email address is obfuscated against automated reading; both are noted as such rather than counted as absences. Contact details change without notice - check the live page before writing to anyone. Zoutons may earn a commission on purchases made through links on this page, which never affects what we report.
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