This essay analyzes the interconnection between memory, desire, and verbal performance in the three so called “women’s love spells” in Atharvaveda 6.130–132. This study unpacks the many interconnected meanings of the term smará, which is used repeatedly in these poems, “memory”, “desire”, or “efficacious ritual speech”. I challenge the traditional definition of these texts as “magical” and argue that applying “magic” as an analytical category to ancient Hindu texts is deeply problematic. Instead, I propose that these poems are better understood in their historical and religious context as examples of ritual speech.