If the deluge of traveller enthusiasm is anything to go by, this is one of the most trustworthy, nonpushy shops in India. Indeed it is one of the best places you'll find for silks (scarves/saris from ₹500/4000) and pashmina (shawls from ₹1700).
Prices are fixed (though unmarked) and the friendly owner refuses to play the commission game, so autorickshaws and taxis don't like to come here (ignore anyone who says you cannot drive here, and make sure you're in the right place, not an imposter venue). It's located at Bhelpura crossing under the mosque. It's not the cheapest, but it's a pleasant experience.