Sustainability has become a powerful value proposition to achieve competitive advantage in current environment conscious world. Retailers occupy a unique position in the lifecycle chain of products serving and influencing consumption and production pattern. There is dire need to research on the cost benefit analysis of sustainable approaches taken by retailers in terms of additional expenses, customer acquisition/retention, business practices and promoting sustainable manufacturer brands. The present study explores the contribution of organised retail players in meeting the sustainability objectives laid down by the United Nations as 17 sustainable development goals (SDGs). The study looks into existing literature, retailers' annual and sustainability reports, and global trends news to identify and compare the sustainability efforts undertaken by prominent organised retailers. In addition, this study also develops a theoretical framework that can guide the retailers to assimilate sustainable business practices in their operations for attaining SDGs.