Even in ordinary social activities, these six types of dealings between two loving friends are absolutely necessary. For instance, when one businessman wishes to contact another businessman he arranges a feast in a hotel, and over the feast openly expresses what he wishes to do. He then inquires from his business friend how he should act, and sometimes presents are exchanged. Thus whenever there is a dealing of prīti, or love in intimate dealings, these six activities are executed. In the previous verse, Śrīla Rūpa Gosvāmī advised that one should renounce worldly association and keep company with the devotees (saṅga-tyāgāt sato vṛtteḥ). The International Society for Krishna Consciousness has been established to facilitate these six kinds of loving exchanges between devotees. This Society was started single-handedly, but because people are coming forward and dealing with the give—and—take policy, the Society is now expanding all over the world. We are glad that people are donating very liberally to the development of the Society's activities, and people are also eagerly accepting whatever humble contribution we are giving them in the shape of books and magazines dealing strictly with the subject matter of Kṛṣṇa consciousness. We sometimes hold Hare Kṛṣṇa festivals and invite life members and friends to participate in the feasting by accepting prasāda. Although most of our members come from the higher rungs of society, they nonetheless come and take whatever little prasāda we are able to offer them. Sometimes the members and supporters inquire very confidentially about the methods of performing devotional service, and we try to explain this. In this way our Society is successfully spreading all over the world, and the intelligentsia of all countries is gradually appreciating our Kṛṣṇa conscious activities. The life of the Kṛṣṇa conscious society is nourished by these six types of loving exchange among the members; therefore people must be given the chance to associate with the devotees of ISKCON because simply by reciprocating in the six ways mentioned above an ordinary man can fully revive his dormant Kṛṣṇa consciousness. In Bhagavad-gītā (BG 2.62) it is stated, saṅgāt sañjāyate kāmaḥ: one's desires and ambitions develop according to the company one keeps. It is often said that a man is known by his company, and if an ordinary man associates with devotees, he will certainly develop his dormant Kṛṣṇa consciousness. The understanding of Kṛṣṇa consciousness is innate in every living entity, and it is already developed to some extent when the living entity takes a human body. It is said in Caitanya-caritāmṛta (CC Madhya 22.107):
- nitya-siddha kṛṣṇa-prema 'sādhya' kabhu naya
- śravaṇādi-śuddha-citte karaye udaya
"Pure love for Kṛṣṇa is eternally established in the hearts of living entities. It is not something to be gained from another source. When the heart is purified by hearing and chanting, the living entity naturally awakens." Since Kṛṣṇa consciousness is inherent in every living entity, everyone should be given a chance to hear about Kṛṣṇa. Simply by hearing and chanting—śravaṇaṁ kīrtanam (SB 7.5.23) — one's heart is directly purified, and one's original Kṛṣṇa consciousness is immediately awakened. Kṛṣṇa consciousness is not artificially imposed upon the heart, it is already there. When one chants the holy name of the Supreme Personality of Godhead, the heart is cleansed of all mundane contamination