Pushtimarg in the context of "Braj"

Shrinathji is a form of Krishna, manifested as a seven-year-old child. Shrinathji is the central presiding deity of the Vaishnava sect known as Pushtimarg (the way of grace) or the Vallabha Sampradaya, established by saint Vallabhacharya.

Shrinathji is worshipped mainly by followers of Bhakti Yoga and the Vaishnavas in Gujarat and Rajasthan, as well as the Bhatias among others.

Vallabha, also known as Vallabhācārya or Vallabha Dīkṣita (May 7, 1478 – July 7, 1530 CE), was the founder of the Kr̥ṣṇa-centered Puṣṭimārga sect of Vaishnavism, and propounded the philosophy of Śuddhādvaita.

His biography is depicted in several sectarian Puṣṭimārga hagiographies. Born into a Telugu Brahmin family, Vallabha studied Hindu philosophy from early age, then traveled throughout the Indian subcontinent, particularly the Braj (Vraja) region, for over 20 years. He became one of the important leaders of the devotional Bhakti movement. He won many philosophical scholarly debates against the followers of Advaita Vedānta. He began the institutional worship of Śrī Nāthajī on Govardhana Hill. He acquired many followers in the Gangetic plain and Gujarat. After his death, the leadership of his sampradāya passed to his elder son Gopīnātha.