Recent years have seen an unparalleled surge in the global market for organic products, driven by growing consumer consciousness regarding environmental and health issues. The altering of consumption habits, has increase in demand and drawn businesspeople looking to profit from the growing organic market. In order to profit from this tendency, entrepreneurs have to manage an intricate web of variables that either push or pull customers toward their products. Numerous entrepreneurial push and pull variables impact the marketing of organic products. Pull factors are outside forces that draw entrepreneurs to this industry, whilst push factors are internal forces that encourage business owners to enter the organic market. Personal values, beliefs, and motives such as a love of organic farming, environmental sustainability, and health consciousness are examples of entrepreneurial push factors. Because these internal forces coincide with their innate ambitions and goals, they force entrepreneurs to participate in the organic market. Conversely, pull forces include customer preferences, competitive dynamics, regulatory incentives, and market trends. The growing market for natural and sustainable products, along with government backing for organic agricultural methods, presents rich prospects for business owners in the organic industry and the impact of these products on the customer loyalty. This study used a purposive sample of 180 entrepreneurs in the Indian state of Karnataka who were selling organic items through a structured survey. The findings of the study found strong impact of push and pull factors on customers loyalty. The implications of the study are on entrepreneurs, farmers and policy framers should consider implementing regulations to promote transparency and trust in the organic products market.