Vallabhacharya, also spelled Vallabhacarya, also called Vallabha Sampradaya or Pushtimarg, school of Hinduism prominent among the merchant class of northern and western India; its members are worshipers of Lord Krishna and followers of the pushtimarga (“way of flourishing”), founded by the 16th-century teacher Vallabha.
The worship of the sect centres around the adventures of the youthful Krishna, whose amorous play with the gopis (wives and daughters of the cowherds) of Vrindavana are described in the 10th book of the Sanskrit classic the Bhagavata-purana. Special festivals are celebrated according to the seasons of the year, events of Krishna’s life, and anniversaries of the sect’s founders, Vallabha and his son Vitthala. Participation in the highest form of bhakti (devotion) is attainable only through divine grace (pushti); personal efforts such as good deeds or religious observances are not essential.
The Vallabhacharya sect is renowned for the degree of devotion paid its gurus (spiritual leaders), who are considered earthly embodiments of the divine. Vallabha was succeeded as leader of the sect by his son Vitthala (also known as Gosainji) and he in turn by his seven sons, each of whom established his own separate temple. The descendants of the seven sons of Vitthala are the present leaders of the sect and are addressed by the title Maharaja or Maharaja Gosainji.
The main temple of the sect is at Nathdwara, in Rajasthan state, which has installed in it a distinctive image of Krishna called Shri-Nathaji, which, according to the tradition of the sect, revealed itself to Vallabha when he was visiting Govardhana Hill, a scene of one of the god’s exploits.