Bhagavad Gita Verse 9.24

क्योंकि सम्पूर्ण यज्ञोंका भोक्ता और स्वामी भी मैं ही हूँ; परन्तु वे मुझ परमेश्वरको तत्त्वसे नहीं जानते, इसीसे गिरते हैं अर्थात् पुनर्जन्मको प्राप्त होते हैं|

Arjuna, I am the Supreme Lord and receiver of all sacred sacrifices. However, those devotees who worship Me for some sort of motive or reward, really do not knows Me, and therefore, they shall always fall in this cycle of birth and death.