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.

Bhatia is a group of people and a caste found in Punjab, Sindh and Gujarat. Traditionally, they have been a trading and merchant community. The Bhatias primarily live in Northwestern India and Pakistan. The Bhatias, Lohanas and Khatris were similar communities and were known to intermarry. The Bhatias recruit Saraswat Brahmins as priests.