Shrinathji is a form of Krishna, manifested as a seven-year-old child. The principal shrine of Shrinathji is the Shrinathji Temple in the temple city of Nathdwara, 48 kilometres north-east of Udaipur city in Rajasthan, India. Shrinathji is the central presiding deity of the Vaishnava sect known as Pushtimarg or the Vallabha Sampradaya, established by Vallabhacharya. Shrinathji is worshipped mainly by the followers of Bhakti Yoga and the Vaishnavas in Gujarat and Rajasthan, and Bhatias amongst others.

The Puṣṭimārga or Pushtimarg, 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.