Being nishkama, or without desires, seems painful because people believe desires and their fulfillment are essential to life. However, remembering God's name (Namasmarn) is automatically associated with appreciating the universal and eternal benevolence of God. This appreciation is so powerful that it dissolves desires and expectations, resulting in a state of supreme richness of being without desires called vairgya shrimanti. The key to individual and universal blossoming is Namasmarn.