The purpose of this chapter is to present the findings of a qualitative case study conducted in Nepal which explores the factors affecting sustainable organic food consumption and the use of organic food as a luxury component in the lifestyle among people. The findings of this study provide marketers and policymakers with some key understandings of different marketing policies that can be utilized in promoting organic food. The importance of understating the various perceptions of consumers that can arise with socio-economic status plays a vital role in luxury marketing related to food. It is possible to connect organic food with luxury and capture the mileage and create a unique market proposition. More importantly, positioning organic food includes health and environmental benefits, and embodying it with luxury can be a prominent marketing tactic to increase sales further. Organic food has been promoted by marketer exploiting its “green aspect”, however, this study’s findings highly suggests the importance of promoting organic food consumption as a luxury lifestyle component.