Pepperfry — no cancellation within 20 minutes of placing the order?

Address:

Mumbai City, Maharashtra, 400030

Hey, i placed an order on pepperfry, but accidentally ordered the wrong product. Upon getting in touch with customer care, they flatly refused to cancel.
Instead, they requested that i order the product i actually wanted and that it had to be equal or greater than the product i ordered. After that, they would refund me for the first order.
Really?
Open extortion?
What is this crap?