In this paper, a bilevel problem is exhibited wherein both the manufacturers and e-traders want to minimize the cost of transportation as well as deterioration cost. In todays world, reliability on online ordering has increased manifold. The “app culture” has lured the common man to prefer virtual shopping over the physical one. The consumers can order the necessities or the goods of their choice through electronic delivery apps. The manufacturers have tied up with e-traders who in turn satisfy the consumers demand. With this aim, a bilevel indefinite quadratic transportation problem is dened. Sometimes it is difcult to estimate the daily demand of perishable products on a regular basis. Therefore, demand and supply parameters become uctuating in nature. To tackle this situation, bilevel indefinite quadratic transportation problem with intuitionistic fuzzy demand and supply parameters is formulated. This problem is dealt by converting fuzzy parameters into crisp ones. The transformed problem is then solved by two methods, intuitionistic fuzzy programming and fuzzy goal programming approach. To support the results, an example is also illustrated numerically representing the practical application of the problem. A comparative analysis of the solutions obtained from the two techniques is also presented. The problem is solved by computing software.