Socio-cultural transformations in the current era impact not only communities, but at times also divinities. The journey of a regional Hindu goddess, Ai Khodiyar, from the peninsular area of Saurashtra in western in India to the global stage in real and virtual spaces offers an illuminating example. Worshipped in a part of the present-day Gujarat state for centuries, Ai Khodiyar is a deified woman of a bard Charan caste. As per her myth, an accident led to her limping (khodi in Gujarati). Hence, the name Khodiyar, with ai (mother) added for respect. Until modern times, Khodiyar was a popular goddess in Saurashtra revered for her power to protect her worshippers, who, except for a few royal families, came mostly from the middle or lower classes. However, recently, with the rise of the socio-political stature of her devotees, her worship and the number of her shrines have seen remarkable expansion, in India and globally. Her worshippers now include people from all layers of society. Her myths, earlier in oral circulation, are now available in elite books, print media, films, videos, and on internet sites in Indic languages and English. Major businesses incorporate "Khodiyar" in their names. This paper will examine the rise of the divine stature of Khodiyar against the backdrop of socio-political shifts in Gujarat in contemporary times, propelled further by globalization. Engaging with concepts referring to two opposite currents in Indian history - Sanskritization (emulation of elite culture) and vernacularization (empowerment of local cultures) - offered by sociologist Srinivas (1952) and literary scholar Pollock (1998) respectively, it will discuss how Hindu religious ethos today engages with social transformation through cultural memory preserved in narratives