Religious entrepreneurship blends the sacred with the secular and tradition with the modern creating potential tensions. We examine how these tensions manifest in religious entrepreneurship ecosystems, particularly how ecosystem actors navigate these tensions and support entrepreneurs developing products and services around religious heritage. Using a case study from a hitherto underexplored religion, Hinduism, focusing on its religious heritage-linked entrepreneurship ecosystem in India, we identify three translation practices that ecosystem actors engage in while making the traditional relevant to the modern: contemporizing narratives, fluidizing frames, and collective sensemaking. The findings of the study contribute to the literature on religious entrepreneurship and entrepreneurship ecosystems.
