Santoshi Mata  or Santoshi Maa  is a Hindu goddess, who is venerated as "the Mother of Satisfaction", the meaning of her name. Santoshi Mata is particularly worshipped by women of North India and Nepal. A  vrata (ritual fast) called the Santoshi Maa vrata performed by women on 16 consecutive Fridays wins the goddess' favour. 

The 1975 film  Jai Santoshi Maa elevated Santoshi Mata, a little-known "new" goddess to the pan-Indian Hindu pantheon. The screenings of the film were accompanied by religious rituals by the audience. Some of the audience entered the theatre barefoot, as in a Hindu temple, and small shrines and temples dedicated to the goddess, started springing up all over North India. The film attained cult status and years after its release, special matinee Friday screenings were organized for women, who observed the goddess' Friday  vrata (ritual fast) and engaged in her worship. The success of this low-budget film and media reports of the "sudden emergence of a modern celluloid goddess" resulted in scholarly interest in Santoshi Mata.

The Santoshi Mata vrata or devotional fast is to be observed on 16 successive Fridays or until one's wish is fulfilled. The devotee should perform a  puja (worship) of Santoshi Mata and offer her flowers, incense and a bowl of raw sugar and roasted chickpeas (gur-chana). The devotee wakes up at early morning, remembering the Goddess. Only one meal is taken during the fast day, and devotees avoid eating bitter or sour food and serving these to others, as sour or bitter food is somewhat addictive and hinders satisfaction. When the wish is granted, a devotee must then organise a udyapan ("bringing to conclusion") ceremony, where eight boys are to be served a festive meal.