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According to Vedic thought, there are four elevating principles, namely religiosity, economic development, sense gratification and liberation. Persons who are simply interested in material enjoyment make plans to execute prescribed duties. They are interested in the three elevating processes of religious rituals, economic elevation and sense enjoyment. By developing their economic condition, they can enjoy material life. Materialistic persons are therefore interested in those elevating processes, which are called trai-vargika. Trai means “three”; vargika means “elevating processes.” Such materialistic persons are never attracted by the Supreme Personality of Godhead. Rather, they are antagonistic towards Him.
The Supreme Personality of Godhead is here described as hari-medhaḥ, or “He who can deliver one from the cycle of birth and death.” Materialistic persons are never interested in hearing about the marvelous pastimes of the Lord. They think that they are fictions and stories and that the Supreme Godhead is also a man of material nature. They are not fit for advancing in devotional service, or Kṛṣṇa consciousness. Such materialistic persons are interested in newspaper stories, novels and imaginary dramas. The factual activities of the Lord, such as Lord Kṛṣṇa’s acting in the Battle of Kurukṣetra, or the activities of the Pāṇḍavas, or the Lord’s activities in Vṛndāvana or Dvārakā, are related in the Bhagavad-gītā and Śrīmad-Bhāgavatam, which are full of the activities of the Lord. But materialistic persons who engage in elevating their position in the material world are not interested in such activities of the Lord. They may be interested in the activities of a great politician or a great rich man of this world, but they are not interested in the transcendental activities of the Supreme Lord.