This research article comprehensively examines the rising trend of organic food consumption among urban households and contrasts it with the continued preference for conventional food. It focuses primarily on the perceived health benefits that influence dietary choices in rapidly modernizing urban environments. With increasing awareness of food safety, nutrition, and lifestyle diseases, organic food is gaining prominence among health-conscious consumers. The study investigates the key factors influencing food selection, including personal health beliefs, socio-economic status, and access to accurate information. The research uses a structured questionnaire method, gathering data from 300 urban households to understand the depth of consumer awareness and behavior. The findings show that a growing number of people associate organic food with health advantages, such as reduced chemical intake, fewer side effects, and enhanced nutritional value. Respondents from higher income and education backgrounds are more likely to prefer organic food due to their greater awareness and purchasing power. However, the higher cost of organic products continues to be a barrier for middle and lower-income groups. The study further reveals that women, particularly those responsible for household food purchases, show stronger preferences for organic options when they are aware of their benefits. The availability and visibility of organic products in urban markets also play a vital role in shaping purchasing habits. Many respondents cited the lack of proper labeling and certification as a challenge in trusting the authenticity of organic products. From a policy perspective, the study emphasizes the need for more consumer education campaigns and regulatory frameworks to standardize organic labeling. It also suggests the introduction of subsidies or price regulations to make organic food more affordable. The article concludes by highlighting that while health perceptions are driving change, inclusive policies are needed to expand access across all socio-economic classes. Thus, the shift toward organic food is not just a matter of choice but also of economic and institutional support.