This study examined factors that influence the regular purchase of organic tea using discriminant analysis. A survey was conducted with 300 respondents from organic stores in Coimbatore, India. Discriminant analysis identified distance from store, family income, number of organic items purchased, purchase frequency, and purchase intention as the strongest predictors of regular organic tea purchase. Other factors like loyalty, innovativeness, health benefits, and attitude were weaker predictors. The analysis showed that distance traveled, number of items purchased, purchase frequency, and purchase intention were highly correlated with regular visits to organic stores and higher organic tea purchases. Marketers should consider these key factors when developing strategies to promote regular purchase of organic tea.