Matsya Purana — The Rite of the Vibhūti-Dvādaśī Vow
माधवायेत्युरो विष्णोः कण्ठम् उत्कण्ठिने नमः श्रीधराय मुखं केशान् केशवायेति नारद //
mādhavāyetyuro viṣṇoḥ kaṇṭham utkaṇṭhine namaḥ śrīdharāya mukhaṃ keśān keśavāyeti nārada //
[One should touch and consecrate:] Viṣṇu’s chest with the name “Mādhava”; the throat with “Namo Utkaṇṭhine”; the face with “Śrīdhara”; and the hair with “Keśava”—thus, O Nārada.
This verse is not about pralaya; it teaches ritual anga-nyāsa—placing Viṣṇu’s names on specific body parts as part of worship and inner consecration.
It supports the householder (and ruler) ideal of daily disciplined worship: mental and bodily purity through prescribed mantra-rituals, reinforcing dharma through regular devotion.
The significance is ritual rather than architectural: it gives a mapped sequence for touching/consecrating chest, throat, face, and hair with specific Viṣṇu epithets—an instruction used in pūjā and japa preparations.