Unlike the other new entrants, Grasim—which also owns India's largest cement producer—seems to have gotten Asian Paints investors worried. The company's shares slid 5% in the two days after the Grasim announcement. One analyst could barely conceal his excitement at Grasim's attention-grabbing launch: "Grand. Audacious. Scaled-up startup." Another analyst said Asian Paints continuing to be numero uno, while likely, is not a "shoo-in".