Pushtimarg

The Pushtimarg, also called the Path of Grace or the Vallabha Sampradaya, is a Hindu Vaishnava tradition established in the early sixteenth century by Vallabha, who lived from 1479 to 1530, and further developed by his son Vitthalanatha. Followers, called Pushtimargis, worship Krishna through seva, a devotional practice of serving and entertaining his images with food, drink, music and art that recreates his daily routine as a youth in Braj, following the Shuddhadvaita philosophy that holds Krishna to be the supreme deity and source of all things. The tradition is prominent in Rajasthan and Gujarat and in diaspora communities worldwide, and its main shrine is the Shrinathji Temple at Nathdwara, Rajasthan, established in 1669.