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.