Interestingly, Premjibhai had not converted to the mainstream Sunni or Shia beliefs. He had embraced, instead, the heretic Khoja-Ismailia sub-sect for two reasons: one, this helped him expand business as the rich followers of the Aga Khan, the head of the sub-cult, assisted him financially; and two, this taught a lesson to his Hindu detractors who had him ex-communicated for ‘violating’ Vaishnavite pure vegetarianism. Even after conversion, Premjibhai continued to worship the family deity Shrinathji, an incarnation of Lord Krishna, and Thakorji, besides the Tulsi tree. Outside, he would, however, go to the mosque. Premjibhai had joined the Khoja sub-sect, thanks to Adamji Khoja, his friend, philosopher and guide who had brought him into the fish trade and then into the Aga Khan fold.