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Conscious of their responsibility to 'utilize heritage' and generate revenues through 'dead assets', Custodians of the House of Mewar in the twentieth century were responsive to the commercial needs of the times. Business opportunities, especially in the field of heritage hospitality and management, were pioneeered by Custodians who gave a new direction, and lease of life, to the House of Mewar. Integration of the businesses with the core values of the House was adhered to in every age; today, Eternal Mewar is a testimony to this integration achieved in the twenty-first century by the present Custodian of the House of Mewar, Shriji Arvind Singh Mewar.