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The purpose of this research paper is to evaluate the performance of chain of organised apparel retail stores and also to benchmark their performance at company as well as store level considering both discretionary as well as non-discretionary variables. The paper aims to use data envelopment analysis firstly, for calculating the efficiency score and secondly for calculating projections for each of the retail store in order to understand the excess in discretionary inputs and shortfalls in output. Results show that most of the retail stores are performing well but there is a scope for improvement in several cases. The study provides a framework for performance evaluation and also assists in identifying the areas of improvement.