In modern times, with the rise of extremely dualistic concepts of religion, we tend to conceive of a huge gulf between mater and spirit, god and pleasure, etc. This divisive conception is not embraced by Vedic culture. Certainly dualism has some relevance, for not all things are identical. Selfishness and selflessness, for example, are polar opposites – and thus so are lust and love. However, the Indian concept of divinity neutralizes, harmonizes, and integrates all opposites.
Bhaga is the god of “material” things such as romance, sex and marriage. Bhaga (in the form Bhaga-van) is also the most common classical Sanskrit term for a blessed being. The Purāṇas even define Bhaga-van as a moniker of the Supreme Personality of Godhead. Thus the division between material and spiritual transforms.
Bhagavan means, “The possessor of Bhaga.” Sanskrit culture conceives of the Supreme Spirit as Bhagavan: a blissful, attractive, talented and romantic entity.
Parāśara Muni defines the word Bhagavān in Viṣṇu Purāṇa (6.5.79): “To fully possess happiness (bhaga) one must have all majesty, power, fame, beauty, knowledge and detachment.”
Bhaga gives majesty – which means status, influence and wealth. He gives power – which means heroism, bravery and strength. Bhaga also gives fame – which means celebrity and good reputation. He also gives beauty – which attracts others to participate in ones pleasures.
Money, power, fame, beauty… these first four are obvious and well known ingredients of a person who can enjoy great pleasures. Knowledge is a lesser known requirement. We need expertise and skill to really enjoy the pleasures of life. Bhaga, the god of pleasures, also gives detachment – because attachment causes suffering. If we are only attached to enjoying pleasures, we will inevitably suffer. To be detached requires knowledge of what one really is – a spiritual being, not just a collection of senses to please. So in addition to giving money, power, fame, and beauty, Bhaga also gives knowledge and detachment. The complete package of six traits grants supreme pleasure.
The personality of Godhead, especially in the intimate form of Śrī Kṛṣṇa, is recognized by Parāśara and his son Vyāsa as the person most fit to be named Bhagavān.
Pūrva Phālgunī has the special ability to grant pleasures and wealth in a manner that befits a spiritually progressive person. It also can incline one to more deeply appreciate the spiritual pleasures and opulence of Bhagavān Śrī Kṛṣṇa.