madhuraḿ madhurebhyo ‘pi
mańgalebhyo ‘pi mańgalam
pāvanaḿ pāvanebhyo ‘pi
harer nāmaiva kevalam
More sweet than all other sweet things; more auspicious than all other auspicious things; the greatest purifier of all purifying things. The holy name of Sri Hari alone is everything.
The all auspicious holy names of the Lord, such as Govinda, Gopala, Krishna, Shyamsundar, Gopijana-vallabh, Radhanath and others, are full of all sweetness. Being non-different from the Lord himself, they possess all sweetness, all auspiciousness, all mercy, and all other transcendental qualities present in the Lord, to the fullest extent. Indeed, they are the reservoir of all Rasa, or transcendental mellows, and are the only means of deliverance in this age of Kali for the conditioned living entities entrapped in this material world. Why is it then so difficult to develop genuine taste for the chanting of the Holy names of the Lord? Why do we hanker after the futile temporary pleasures of this material world which are the root cause of many consequent troubles? Why are we not able to simply give up all attachment for sense gratification and take fully to the chanting of the Holy names of the Lord with full faith and devotion? The answer to this question is given by Srila Rupe Goswami in the Sri Upadeshamrit, verse 7, where he says:
syāt kṛṣṇanāmacaritādisitāpyavidyā- pittopataptarasanasya na rocikā nu kintvādarādanudinaḿ khalu saiva juṣṭā svādvī kramādbhavati tadgadamūlahantrī
The holy name, character, pastimes and activities of Krsna are all transcendentally sweet like sugar candy. Although the tongue of one afflicted by the jaundice of avidya [ignorance] cannot taste anything sweet, it is wonderful that simply by carefully chanting these sweet names every day, a natural relish awakens within his tongue, and his disease is gradually destroyed at the root.
Here Srila Rupa goswami is saying that our inability to taste the sweetness of the Holy names of the Lord is due to our being inflicted with the jaundice of Avidya, or ignorance. It is due to our own fallen condition, having been infatuated with the inferior Maya potency of the Lord since time immemorial and endeavouring to Lord it over the Material nature, that we are not being able to appreciate the Supreme transcendental sugar candy like sweet holy names of the Lord.
However, being compassionate upon the jivas struggling in this world of miseries, Srila Rupa Goswami has given the remedy to cure this diseased condition. In order to show mercy upon all those who have realised the truth about the temporary and miserable condition in this world, Srila Rupa Gowami has said that simply by chanting the names of the Lord, one is sure to get purified eventually and thus be freed from the diseased situation of material conditioning. To the extent that one gets purified, to that extent one starts tasting the indescribable, incomparable and unsurpassable sweetness of the holy names of the Lord. And on continuously chanting, in due course of time, the form, qualities and pastimes of the Lord are also revealed in the heart of the sadhaka. Upon experiencing these transcendental attributes of the Lord, the devotee drowns in the ocean of Supreme bliss, having experienced true sweetness. Therefore, all those who are expert at understanding what is truly relishable shall surely take to the chanting of the Holy names of the Lord and experience true bliss upon being freed from the material conditioning. Understanding these truths, we should all constantly chant the madhura, sweet, names of the Lord:
Hare Krishna Hare Krishna Krishna Krishna Hare Hare Hare Ram Hare Ram Ram Ram Hare Hare