Vallabhacharya discovers Sri Nathji, at Mount Govardhan
The followers of Pushtimarg assert that the deity's arm and face first emerged out of the Govardhan hill, and thereafter, the local inhabitants (Vrajavasis) under the spiritual leadership of Madhavendra Puri started the worship of the Gopal (Krishna) deity,. This Gopala deity was later termed as Shrinathji. Thus, Madhavendra Puri is attributed to discovery of the deity of Gopala near Govardhana, which was later adapted and worshiped by Vallabhacharya as Shrinathji. Initially, Madhavendra Puri, carried out the worship of the deity's upraised arm and later, the face. Shrinathji was originally worshipped in a humble shrine at Jatipur village near Govardhan and subsequently, moved to a larger temple on top of the hill. According to Pushtimarg literature, Shrinathji appeared to Shri Vallabhacharya, in the Hindu Vikram Samvat year 1549 and directed the Vallabhacharya to proceed to the Govardhan Hill to begin worship.
Vallabhacharya made arrangements for the worship of this deity, and this tradition was carried forward by his son, Vitthalnathji.