![Products from the D2C brands whose terms are read on this page, including Libas and Plum, in their own listing photographs on a colour-block banner]()
Occasionally a price goes up that is obviously wrong. People order. The orders get cancelled. The terms that allow that are published, and almost nobody reads them.
We did, on 23 October 2026, across nine Indian D2C brands. Four reserve the right to cancel an order over their own pricing error - and Plum states the underlying position more plainly than any retailer we have read: "We cannot confirm the price of a product until after you order."
📅 Update log:
23 Oct 2026: first published. Pricing-error and order-cancellation clauses read from each brand's own terms of service on 23 October 2026, from India, logged out, with Bewakoof's terms read the same day. Where we report that nothing was found, that is a statement about that page on that date. Nothing was purchased, no order was placed or cancelled and no brand was contacted.
The clause that explains a cancelled order
Occasionally a listing goes up at a price that looks too good — a decimal in the wrong place, a sale rule applied twice. People order. Then the order is cancelled.
The terms that allow this are published, and we read them. On 23 October 2026 we went through the terms of service of eight Indian D2C brands, plus Bewakoof's terms read the same day, looking for one thing: what each says about its own pricing mistakes.
Four of the nine reserve the right to cancel an order over an incorrect price. One of them says something sharper than that.
What nine brands say about their own pricing errors
| Brand | Reserves a cancellation right? | The clause | What it means for you |
|---|
| Plum | Yes — and it says when | "While we strive to provide accurate product and pricing information, pricing or typographical errors may occur. We cannot confirm the price of a product until after you order." | The price is not fixed when you click buy |
| Dot & Key | Yes — refuse or cancel | "In the event that a product is listed at an incorrect price or with incorrect information… Dot & Key shall have the right, at its sole discretion, to refuse or cancel any orders placed for that product…" | Sole discretion |
| Libas | Yes — contact or cancel | "In the event that a product is listed at an incorrect price… we may, at our discretion, either contact you for instructions or cancel your order…" | You may at least get asked |
| Bewakoof | Yes — expressly after you order | "We reserve the right to correct any errors… or cancel orders if any information… is inaccurate at any time without prior notice (including after you have submitted your order)." | No prior notice required |
| Mamaearth | The softer form | "We do not warrant that the Product descriptions, colours, information or other content available on the Website are accurate, complete…" | A disclaimer, not a cancellation right |
| Beardo | Nothing found | — | — |
| Minimalist | Nothing found | — | — |
| mCaffeine | Nothing found | — | — |
| Bombay Shaving Company | Nothing found | — | — |
Plum's line is the one worth remembering: "We cannot confirm the price of a product until after you order." That is not a loophole — it is a plain statement of how the transaction actually works, and most retailers simply do not spell it out. Bewakoof is the bluntest about timing: it can cancel "without prior notice (including after you have submitted your order)".
Why these clauses exist, in fairness
It would be easy to present this as sharp practice. It mostly is not, and the page would be dishonest if it implied otherwise.
Under ordinary contract principles, a price displayed on a website is generally an invitation to treat rather than a binding offer. Your order is the offer; the contract forms when the seller accepts it. These clauses largely restate that default position, and they exist for a real reason — a genuine typo can otherwise expose a business to thousands of orders at a price nobody intended.
What the clauses do not do is entitle anyone to keep your money. A cancellation is a cancellation; the refund should follow the original payment method. And none of them is drafted to cover a deliberate sale price — every one turns on the word error.
We are not lawyers and this is not legal advice, and nothing here suggests any brand named has cancelled an order improperly. We have not had an order cancelled by any of them.
What to do when it happens
- Screenshot the listing when you order, not after. Once a price is corrected the evidence is gone.
- Watch for the refund, and check it went back to the original payment method rather than to store credit.
- Ask in writing. Libas's clause says it may "contact you for instructions" rather than cancel outright — so a corrected-price option sometimes exists, and asking costs nothing.
- Escalate to the published grievance officer if the refund stalls. Mamaearth and Plum both name an individual with an email address.
What this page does not tell you
This is a reading of published terms, and it is not legal advice. Every quotation was read from each brand's own terms of service on 23 October 2026, from India, as a logged-out visitor. Nothing was purchased, no order was placed and none was cancelled, and no brand was contacted - so this page cannot tell you how any of these brands actually behaves when a mispriced listing goes live, how fast refunds arrive, or whether anyone is ever offered the corrected price instead. We are not lawyers, and the summary of the legal background is general and not advice on your situation.
"Nothing found" means nothing found on the page we read. It is not a claim that a brand has no such clause, and not a suggestion that it would handle a pricing error differently - the underlying contract position does not depend on the clause being written down.
Nothing here alleges misuse by anyone. Reserving the right to correct a genuine pricing error is standard practice in Indian and international e-commerce and exists to protect sellers from obvious mistakes, not to withdraw deliberate offers - every clause quoted turns on the word "error". We have no evidence that any brand named has cancelled an order unfairly. Terms change without notice; read the live document before relying on anything here.
Frequently Asked Questions
Can a brand cancel my order if it listed the wrong price?
Four of the nine brands we read reserve exactly that right. Dot & Key "shall have the right, at its sole discretion, to refuse or cancel any orders placed" for a product listed at an incorrect price. Libas "may, at our discretion, either contact you for instructions or cancel your order". Bewakoof can cancel "without prior notice (including after you have submitted your order)". And Plum puts it most plainly of all: "We cannot confirm the price of a product until after you order." Four more brands publish nothing matching on the page we read, which is not a claim that they would behave differently. These clauses are common and, broadly, restate the ordinary legal position - they are not evidence that anybody is doing anything wrong.
Is a price shown on a website legally binding in India?
Generally no — and that is the point these clauses are making. Under ordinary contract principles a price displayed on a shelf or a website is usually treated as an invitation to treat rather than a binding offer; your order is the offer, and the contract forms when the seller accepts it. That is why so many terms pages say the price is not confirmed until after you order, and why the right to cancel for a genuine pricing error exists at all. We are not lawyers and this is not legal advice, and none of this means a seller can do whatever it likes - a cancellation that was arbitrary, or that followed money being taken without a refund, is a different matter and the consumer-protection routes exist for it. But a shopper hoping a mispriced listing will be honoured should know the contract is written the other way.
What should I do if my order is cancelled over a pricing error?
Four practical steps. First, check the refund actually arrives - a cancellation right is not a right to keep your money, and the refund should follow the original payment method. Second, keep the evidence: a screenshot of the listing at the price you ordered, the order confirmation and any email you received. Third, ask in writing what happened, because at least one of these brands (Libas) says it may "contact you for instructions" rather than cancel outright, which suggests an honoured-at-a-corrected-price option sometimes exists. Fourth, escalate to the published grievance officer if the refund does not come - Mamaearth and Plum both name an individual with an email address. We have not had an order cancelled by any of these brands and cannot tell you how they handle it in practice.
Which D2C brands do not publish a pricing-error clause?
On the terms pages we read on 23 October 2026, Beardo, Minimalist, mCaffeine and Bombay Shaving Company had nothing matching. Read that carefully: it means nothing was found on that page on that date. A clause may sit in a separate document, in a section our fetch did not render, or in the brand's order-confirmation emails. It is also not necessarily to a shopper's advantage either way - a brand without an express clause is not thereby committed to honouring a mispriced listing, because the underlying contract position does not depend on the clause being written down. We make no allegation about any brand named here, and no suggestion that any of them has cancelled an order improperly.
Does this mean flash-sale prices can be withdrawn?
A genuine error and a deliberate promotion are different things, and these clauses are drafted for the first. Every quoted clause here turns on the word error - "incorrect price", "typographical errors", "inaccurate". A sale price the brand meant to publish is not an error, and nothing in these terms describes withdrawing one retrospectively from an accepted order. Separately, though, most of these brands do reserve the right to change prices at any time without notice, and Bewakoof adds that it is not liable for any price change - so a price can certainly disappear before you order. The practical reading: an unusually good price is worth acting on quickly, and worth screenshotting when you do.
Prices & codes last verified: October 23, 2026
Every quotation on this page was read from each brand's own published terms of service on 23 October 2026, from India, as a logged-out visitor, with Bewakoof's terms read the same day. Nothing was purchased, no order was placed, no order was cancelled and no brand was contacted, so this page cannot describe how any brand behaves in practice when a mispriced listing appears, how quickly refunds are made, or whether a corrected price is ever offered instead of cancellation. This page is not legal advice and we are not lawyers; the general description of a displayed price as an invitation to treat is background, not advice on any particular situation, and readers with a live dispute should take proper advice. Where we report that nothing was found, that is a statement about the page we read on that date and not a claim that no such clause exists, nor a suggestion that a brand without one would behave differently. Nothing here alleges that any brand named has cancelled an order improperly or acted unfairly: reserving the right to correct a genuine pricing error is standard practice in Indian and international e-commerce, every clause quoted turns on the word "error" rather than on deliberate promotional pricing, and a cancellation does not entitle a seller to retain payment. Terms are revised without notice - read the live document before relying on anything here. Zoutons may earn a commission on purchases made through links on this page, which never affects what we report.
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