In Hinduism, the tilaka (Sanskrit: तिलक), colloquially known as a tika, is a mark usually adorning the forehead, at the point of the ajna chakra (third eye or spiritual eye) and sometimes other parts of the body such as the neck, hand, chest, or the arm. The tilaka may be applied daily for decorative purposes, as a symbol of religious affiliation, for rites of passage, or other special spiritual and religious occasions, dependent on regional custom. It is also used to honour and welcome someone upon arrival.

Tilakas come in an assortment of styles or shapes and are adorned using various substances such as "ash from sacrificial fire or cow dung, sandalwood paste, turmeric, clay, charcoal or red lead."

Different Hindu denominations use different materials and shapes to make the tilaka.

Traditionally, a staunch Vaishnavite would mark twelve parts of the body with tilakas and other symbols, but the most prominent tilaka is displayed on the forehead. The Vaishnava tilaka, also known as urdhva pundra, consists of a two or three vertical lines starting from just below the hairline to almost the end of one's nose tip, and intercepted in the middle by an elongated U. The style of the urdhva pundra varies in each Vaishnavite sect throughout India and can be made with sandalwood paste or various other materials.

According to Dr. Vijay Prakash Sharma, the known styles include:

Additional styles include: Vallabha Sampradaya Tilaka, Sri Tilaka of Rewasa Gaddi, Ramacharandas Tilaka, Srijiwarama tilaka, Sri Janakraja Kishori Sharan Rasik Aliji tilaka, Sri Rupkalajee tilaka, Rupsarasji tilaka, Ramasakheeji tilaka, Kamanendu Mani tilaka, Karunasindhuji tilaka, Swaminarayana Tilaka, Nimbarka tilaka, and Madhva tilaka.

The Vasudeva Upanishad, a Vaishnava tradition text, explains the significance of three vertical lines in urdhva pundra tilaka to be a reminder of Brahma, Vishnu, Shiva; the Vedic scriptures – Rigveda, Yajurveda and Samaveda; three worlds Bhu, Bhuva, Svar; the three syllables of Om – a, u, m; three states of consciousness – awake, dream sleep, deep sleep; three realities – Maya, Brahman and Atman; the three bodies – sthula, sukshma, and karana.

The Tripundra or Rudra-tilaka is the other major tilaka variant, often worn by the followers of Shiva. It consists of three horizontal bands across the forehead with a single vertical band or circle in the middle. This is traditionally done with sacred ash from sacrificial fires, also known as vibhuti. The use of vibhuti is symbolic of detachment to the world or renunciation. This variant is the more ancient of the two and shares many common aspects with similar markings worn across the world.