This research investigates the views of retailers on the marketing of organic food items in Belagavi City, Karnataka, with specific reference to important factors contributing to their perception and readiness to market them. Based on a sample of 120 retailers from different store formats, the study uses Structural Equation Modelling to test 5 hypothesized relationships. Results show that profitability (β=0.275, p=0.001), perceived health advantage (β=0.349, p<0.001), and retailer experience (β=0.279, p=0.001) all significantly influence positive attitudes, while product knowledge has no significant influence (β=0.009, p=0.916). Notably, retailers’ perception is a strong predictor of willingness to recommend organic products (β=0.595, p<0.001) with large effect size (f²=0.549). The measurement model has high reliability (Cronbach’s α>0.90) and validity (AVE>0.76). The structural model accounts for 55.5% of variance in perception (R²=0.555) and 35.4% in willingness to promote (R²=0.354). The results imply that economic feasibility and health positioning are more important than basic awareness in influencing retailer involvement with organic products. The research offers practitioners and policymakers useful insights for building focused strategies highlighting profitability and health advantage while overcoming experiential obstacles. Regional comparisons and online marketing dynamics could be subjects of further organic food retailing studies to pursue.