My impression of Benares (sorry Varanasi) silk has always been the strong tradition and its tremendously related value to the Indian market. Because it so much associated with India, almost an essence of India, I would think one could build on that enormous name recognition with the market. There is so much national pride to be capitalized on with a trade mark that would have meaning with consumers. A promotional program, building on that pride and desire for such products made in India seems logical.