Out on the sunny lawns of Delhi’s Lodhi Garden, against the dulling walls of the tomb of Mohammad Shah, young fashion designer Sneha Singhal is getting herself photographed in an extravagant handloom Jamdani drape. The purple sari, a lucky find, is embellished with an intricately woven elephant pattern, similar to the one that, at almost that precise moment, Salman Bagaar is hunched over to weave on his handloom, in a dingy room tucked away in Lohta village, six kilometres from the heart of Varanasi. The 16-year-old, whose work has anonymously made it to the racks of fashion boutiques, is busy weaving and toiling away to earn his daily wage. Photoshoot done, Singhal too begins weaving—with words—for her next blog, fashionably hashtagged #iwearhandloom, rendered famous by Union Textile Minister Smriti Irani to promote Indian handloom. The cause was since taken up by the Fashion Design Council of India (FDCI), which in Amazon India Fashion Week (AIFW) 2015 began with a focus on Banarasi weaves, and this year dedicated the first two days to handloom, with a special tribute to Chanderi. Without a doubt, handloom is the new buzzword—designers swear by it, journalists do long stories on the coming handloom revolution, and buyers are rushing to it. Handloom is the new start-up with unending scalability.