aum ishtaaya namah (ओं इष्टाय नमः) (ఓం ఇష్టాయ నమః)
aum avishtaaya namah (ओं अविष्टाय नमः) (ఓం అవిష్టాయ నమః)
He is called ishtah as the sages who had seen Him once desired to see Him like that always and for ever. He is called avishtah as the ordinary people, who heard about Him and His power, also desired to see Him just in the same manner as children long to see their mother.
'vishesha' means variation. As there in no variation among people (learned or ordinary) in their desire to see Him, He is called avishtah.
aum namo bhagavate vasudevaya!
PS: For the meanings of the other namams published earlier on this blog, please find them at the link given below:
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