Verified: 2 June 2026 04:30 am IST
Industry: E-Commerce & Retail (Fashion & Lifestyle)
Jurisdiction: India
Primary Regulator: Central Consumer Protection Authority (CCPA) / Department of Consumer Affairs
Important Safety Warning: Beware of the “Fake Courier & Refund Scam.” Scammers frequently buy ads on Google displaying fake Ajio customer care numbers. This is a scam. Ajio staff will never ask you to pay a “processing fee” for a refund, share your UPI PIN, or request you to download screen-sharing apps (like AnyDesk/RustDesk) to track a lost package.
Level 1: Customer Support (Initial Complaint)
How to complain: Register your complaint (missing items, counterfeit products, refund delays, or delivery issues) directly via the Customer Care section on the Ajio app or website ajio.com/selfcare. To bypass the automated chatbot, you can directly dial their toll-free national helpline at 1800-889-9991 (for premium AJIO Luxe orders, dial +91-8080705705). You can also email the central helpdesk directly at customercare@ajio.com.
Availability: The centralized toll-free IVR, live chat, and email support operate 24x7.
Timeline: Ajio aims to resolve most standard Level 1 shipping and refund queries immediately during the interaction, or within 2 to 5 business days for issues requiring seller or logistics investigation.
Level 2: Internal Escalation (Grievance Officer)
Who to contact: If Level 1 support fails, your refund is unjustly denied, your account is blocked without cause, or a third-party seller has defrauded you, you must formally escalate. Under the Consumer Protection (E-Commerce) Rules, 2020, you must escalate the matter to the designated Grievance Officer. You must email the Grievance Officer directly at grievance.officer@ajio.com. You must include your registered mobile number, Order ID, and your Level 1 Ticket/Complaint Reference Number. Written legal notices can be sent to their Reliance Retail Headquarters (Grievance Officer, Reliance Retail Limited, 3rd Floor, Court House, Lokmanya Tilak Marg, Dhobi Talao, Mumbai, Maharashtra – 400002).
Timeline: By law, the E-Commerce Grievance Officer must acknowledge your escalated dispute within 48 hours and prioritize the matter to provide a reasoned resolution within 30 days from the date of receipt.
Level 3: Administrative Mediation (National Consumer Helpline)
Authority: There is no binding E-Commerce Ombudsman in India. If the Ajio Grievance Officer rejects your claim, fails to refund your money, or ignores you for 30 days, your next step is administrative mediation through the Ministry of Consumer Affairs.
Portal/Contact: You must register your grievance against Reliance Retail Limited (Ajio) on the Integrated Grievance Redress Mechanism (INGRAM) portal run by the National Consumer Helpline (NCH). You can file online at consumerhelpline.gov.in, via the UMANG app, or by calling the toll-free national helpline at 1915. The NCH will act as a mediator to pressure Ajio’s corporate team for a resolution.
Level 4: Legal Action (Final Step)
Pre-Litigation: If the NCH mediation fails, or Ajio refuses to comply with a refund request for a counterfeit or defective high-value product, you have exhausted all administrative avenues. You must now prepare for formal litigation under the Consumer Protection Act, 2019.
Court/Arbitration: You must file a formal complaint with the appropriate Consumer Disputes Redressal Commission. For claims up to ₹50 Lakhs, you will file at the District Commission. You can file your case entirely online using the government’s unified e-Jagriti portal (e-jagriti.gov.in).
Timeline: You must file the consumer case within two years from the date the cause of action (the delivery of a defective product or the denial of a refund) occurred.
Community Action: Is Ajio refusing to refund a missing expensive sneaker, or are you looking for the correct template to formally escalate a counterfeit product complaint to the Mumbai Corporate Office? Reply below (do not share your passwords, bank details, or your exact Order Numbers), and our community will point you to the right resources!