Hence He attracts the jiivas through His characteristic sweetness, through the divine flow of His sweetness.

As already said, one of the many bhávas is madhura bháva. Madhura bháva is a very exalted bháva, for this leads the aspirant to the closest proximity of the Lord. To a person who is predominantly a devotee of the Lord, everything tastes sweet, there is nothing bitter in the creation of Parama Puruśa. He is attracting you through the ectoplasmic world, binding you through the bonds of love. You cannot sever the bonds of love.

It is said in Vaeśńava philosophy: “The mind wants to forget Him, but cannot. Now, what is the way out?” Sometimes a person is inclined to think, “No, I won’t go near Him.” Even then, he or she has to go. The mind may be reluctant to go, the legs may refuse to go, but even then one will have to move, to reach up to Him. One cannot remain away from Him. Rather, one has to rush along towards Him, because there is that inseparable bond, the inferential bondage of the Cosmic flow. For, He is Mohana, the attracting agent. He is Manamohana, the One who attracts. He is Vishvamohana, the One who attracts the universe.