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When we tell our story, we are often confronted with the question as to why we have pursued diversification into the manufacture of toothbrushes and The Indian School. One answer is that helping teeth to remain clean and healthy is also a service, albeit to a very large number of people. While the profit motive is not excluded, toothbrush manufacture is consistent with the Contemporary spirit of service. To illustrate this point, the manufacture of "zarda" or cigarettes or festival crackers is not quite the same thing.