Re-Branding Gaudiya Vaishnavism: Bhaktivinoda Thakura and the Religious Marketplace of 19th-Century Bengal

Jason D. Fuller

Re-Branding Gaudiya Vaishnavism: Bhaktivinoda Thakura and the Religious Marketplace of 19th-Century Bengal

Authors

Jason D. Fuller

Keywords:

Gauḍīya Vaishnavism, religious identity, branding, reform, print culture, religious economy

Abstract

The article Re-Branding Gaudiya Vaishnavism by Jason D. Fuller applies theories of religious economy to Bhaktivinoda’s reform strategies. Fuller illustrates how Bhaktivinoda used print media, public preaching, and theological refinement to dissociate Gauḍīya Vaishnavism from deviant sects and reposition it as a legitimate, modern faith in Bengal’s competitive religious landscape.