Considering the promising growth of Organic Food in the Asia region, this paper attempts to identify and understand the factors influencing the Purchase Intention and Actual Purchase of Organic Food in the Indian Urban market. The research was done starting with an extensive literature review followed by conducting a survey by administrating a structured questionnaire in the city of Mumbai. Empirical results reinforced the findings of few earlier studies of the countries of the emerging economies and challenged a few. The results indicate that Health, Environment friendly processes and Quality are the primary factors influencing the Purchase Intentions of the customers, however when it comes to Actual purchase the factor of the product being produced through environmentally friendly process is not influencing the consideration of the customer. Further research can be undertaken to identify the factors which will build the confidence and trust of the customer regarding adherence to environmentally friendly processes for production of organic food. This will help the marketers to convert the Purchase intention of the customers to Actual Purchase.