ABC of Pushtimarg
Mahaprabhu Shree Vallabhacharya
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W' for Wed as in Wedding
A wedding / marriage is known as bonding of an everlasting association between two people.. It is believed that marriages are made in heaven and celebrated on earth.

In the case of a devotee and God also, the association between the soul (Atma) and the Supreme (Paramatma) is nothing to be proved. God has created different souls out of Himself. Therefore, the relation is already there, only the soul has forgotten about it due to its ignorance.

Shri Vallabhacharya, found Pushtimarg to lift up the chosen ones from the category of ordinary souls to that of special ones. To re-establish or rather remind the soul of its relation with God, he gave them 'Brahma-Sambandh Mantra', which is like a heavenly marriage between soul and God.

For a marriage to survive, both the parties have to remain loyal to each other for lifetime. In this case, God has promised Shri Vallabh never to abandon the soul, that Vallabh brings to Him, thru Brahma-Sambandh. It is the duty of the soul now to prove its loyalty to its master. Only then this marriage will succeed.In a marriage, both Husband and Wife accept each other whole-heartedly, they accept each other's qualities as well as faults. Here also God accepts the Soul along with its faults and shortcomings. He doesn't leave it just because it has done something wrong.

In short, this wedding takes place to last forever, come what may.