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"Bhakti comes out of love. You cannot make one forced to love you. It comes automatically. That automatic love is there in everyone’s heart for Krsna. That is stated in the Caitanya-caritamrta:

nitya-siddha krsna-bhakti sadhya kabhu naya
sravanadi-suddha-citte karaye udaya

Udaya means it is awakened. Everyone has got love for Krsna within the heart. That is natural. But that love is distributed in different ways. How? Yasyatma-buddhih kunape tri-dhatuke sva-dhih kalatradisu bhauma idya-dhih. This love has been distributed familywise, communitywise, nationwise, countrywise, like that. So this love has to be concentrated, converted to be love of Krsna. That is required. Then everything is perfect. That is Caitanya Mahaprabhu’s teaching, and He practically… krsna-prema-pradaya te. To develop love for somebody, that requires very elaborate process. It is not… Because we are in the darkness. Krsna says in the Bhagavad-gita:

manusyanam sahasresu
kascid yatati siddhaye
yatatam api siddhanam
kascid vetti mam tattvatah

So we cannot understand even Krsna, what is Krsna. Actually, there are so many misinterpretations about Krsna. I do not wish to discuss because they have been made mistaken by big, big leaders. People cannot understand even Krsna, what is Krsna, and what to speak of loving Krsna. That is very difficult job. But Sri Caitanya Mahaprabhu, He distributed this love of Krsna. Lord Caitanya Mahaprabhu and Lord Nityananda is standing before you, and He delivered many, many sinful persons to the transcendental position of love of Krsna. Srila Narottama dasa Thakura has sung, vrajendra-nandana yei, saci-suta hoilo sei, balarama hoilo nitai. This Balarama, He became Nitai, and Krsna, He became Caitanya Mahaprabhu. These two brothers, the same two brothers, Rama-Laksman, Krsna-Balarama, again as Caitanya Mahaprabhu and Nityananda Prabhu. So what was Their business? The papi-tapi jata chilo, hari-name uddharilo. This is Their business. All the papis and all the persons suffering from material anxieties, They delivered, 'Yes.'”

(Srila Prabhupada opening speech, Sri Sri Krsna-Balarama Mandir, Vrindavan, April 20, 1975)
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