Shrinathji is the central presiding deity of the Vaishnava sect known as the Pushti Marg (The way of grace) or the Vallabh Sampradaya or Shuddhadvaita, established by Shri Vallabhacharya. Shrinathji is worshipped mainly by the followers of Bhakti Yoga and the Vaishnava in Gujarat and Rajasthan among others. Vitthal Nathji, son of Vallabhacharya institutionalised the worship of Shrinathji at Nathdwara.

On account of the popularity of Shrinathji, Nathdwara town itself is referred to as ‘Shrinathji’. People also call it bava’s (shreenath ji bava) nagri. Initially, the child Krishna deity was referred to as Devdaman (The conqueror of Gods – Referring to over-powering of Indra by Krishna in the lifting of Govardhan hill). Shri Vallabhacharya named him as Gopala and the place of his worship as ‘Gopalpur’. Later, Vitthal Nathji named the deity as Shrinathji.