Ishtadevata

(“chosen deity”) The specific Hindu
divinity that an individual has chosen for
more or less exclusive worship and
devotion. In many cases, this choice is
done without denying the existence of
the other Hindu deities, although they
are sometimes interpreted as secondary
manifestations of the ishtadevata. On
the whole, Hindus have been willing to
acknowledge a plurality of divine names
and forms, but each person generally
directs attention and worship to only
one of these deities. The particular deity
one worships is ultimately a matter of
personal choice, although family and
regional loyalties usually play a strong
role in this choice.