Why do people believe in Vishnu and not Zeus? Theories in the evolution of religion suggest divine punishment is a primary driver of continued belief in large-scale religions. Hindu Gods do not fit this pattern. We hypothesise that Hinduism persists through its ability to adapt to smaller group needs, hence supporting the socio-economic niches of different Hindu-Indian linguistic communities. Instead of punishing norm violators, each God models different normative behaviours related to specific moral reasoning within a community. We examine two Indian-linguistic communities with naturally occuring differences in religious practices, that are opposites in their risk-taking, and enterprising abilities: Gujaratis and Maharashtrians. Gujaratis are a dominant business-oriented community known for their risk-taking abilities. Conversely, Maharashtrians are characteristically risk-averse, and mostly occupy salaried positions in urban areas. We test this using vignettes depicting human behaviours that pit norms displayed by Gujarati Gods against norms displayed by Maharashtrian Gods. Results indicate community alignment with the normative/ moral values of the dominant God in their community, despite a lack of direct reference to God. These results support the cooperation effects of religion through a mechanism distinct from Abrahamic traditions. We will discuss the implications for the cross-cultural study of religion and cooperation.