In the ancient Vaishnava tradition, God (Krishna) is understood to have a personal form that is sacred and worshipable. One of the main goals of Vaishnavism is to develop a personal relationship with Lord Krishna, by learning how to serve Him with love and devotion. With this end in mind, the Deity of the Lord in the temple is worshiped, and by this practice the worshiper is purified.

The Vaishnava scriptures support the practice of Deity worship. for example in the Bhagavad-gita (9.26) Lord Krishna says, ‘If one offers Me with love and devotion a leaf, a flower, a fruit or water, I will accept it.’ Srila Prabhupada, the founder-acarya of ISKCON, writes in his commentary to this verse, ‘for the intelligent person, it is essential to be in Krishna consciousness, engaged in the transcendental loving service of the Lord, in order to achieve a permanent, blissful abode for eternal happiness.

In New Goloka, Lord Krishna and His eternal consort, Srimati Radharani (Sri Sri Radha Golokananda), are worshiped. Devotees make seven daily offerings of worship and specially cooked, pure vegetarian food and worship to the Deities. This daily program is performed by Vaishnava priests (pujaris).

The Deities clothes (which are hand-made) are changed twice a day. On festival days there are special feasts, and the Deities receive new clothes and paraphernalia.