Grasim’s aim to pull off a Jio puts Asian Paints valuations in doubt SECTIONS Share Synopsis Many have come and failed as they were unable to get past Asian Paints’ unmatched distribution and value proposition to customers. iStock INSIGHTS NSE Explore Now MUMBAI: India’s decorative paints industry has been a lucrative ground for those who have wanted to challenge the hegemony of market leader Asian Paints over the years. Many have come and failed as they were unable to get past Asian Paints’ unmatched distribution and value proposition to customers. This time it’s different or so the Dalal Street feels.