Earlier this week, Cafe Coffee Day made headlines after a customer, Arpan Verma, allegedly found cockroaches in the refrigerator of one of their Jaipur outlets, and shot a video of the nest.
The video also shows a CCD staffer approaching Verma and apparently slapping him for recording the clip.
Verma reportedly filed a notice against CCD over the incident, after uploading the now-viral video online.
Responding to the FIR against him, Verma is alleging that it is a tactic being used to get him to drop his case against the outlet.
Even though CCD has tried to spin the incident, they've been facing major flak on social media and elsewhere, with people calling them out for their unacceptable practices.
Nowhere is the outrage more apparent than on Twitter, where the company has been savagely dragged over the past few days.
Being one of India's largest coffee chains, a lot of people have voiced their opinions. And, unfortunately for CCD, not many of them are in its favour.
From jokes to Photoshop jobs, people have found many a creative way to make their displeasure known.
WhatsApp forwards have obviously played a part in the story.
In addition, the hashtag #BoycottCCD has been trending everywhere, and their official app is also being mass-downvoted on all platforms.
Going by the sheer volume of the backlash, it looks like their PR people are gonna have to work on overdrive to recover from this one.
Meanwhile, there's no word on whether the roaches have been cleared from their refrigerated residence yet.
Sahil Rizwan is a social news reporter for BuzzFeed and is based in Mumbai.
Contact Sahil Rizwan at email@example.com.
Got a confidential tip? Submit it here.