Pushtimarg

The Puṣṭimārga or Pushtimarg (lit. 'Path of Nourishing, Flourishing'), also known as Vallabha Sampradāya, is a sect of Vaishnavism. It was founded in the early 16th century by Vallabha (1479–1531) and was later expanded by his descendants, particularly Viṭṭhalanātha. Pushtimarg adherents worship Kr̥ṣṇa, and tradition follows universal-love-themed devotional practices of youthful Krishna which are found in the Bhagavata Purana and those related to pastimes of Govardhana Hill.

The Puṣṭimārga sampradāya subscribes to the Śuddhadvaita philosophy of Vallabha. According to this philosophy, Krishna is considered to be the supreme being, the source of everything that exists and the human soul is imbued with Krishna's divine light and spiritual liberation results from Krishna's grace. Ashtachap – eight Bhakti Movement poets, including the blind devotee-poet Surdas has major contribution in the growth of Pushtimarg.

The followers of this tradition are called Pushtimargis or Pushtimargiya Vaishnavas. It has significant following in Indian states of Rajasthan and Gujarat, as well as its regional diaspora around the world. The followers in Gujarat tend to be of the Bhāṭiā, Luhānā, Baniā, Māravāḍī, and Kaṇabī Paṭela castes. The Shrinathji Temple in Nathdwara is the main shrine of Pushtimarg, which traces its origin back to 1669.