I see it's main potential in traffic from other continents then Asia to locate something in Asia.
For example, a European company that is looking for a low cost manufacturer or IT outsourcing. Chances are good that it will evaluate asian alternatives (and not just Indian alternatives). A .asia domain will be an excellent gateway to the alternatives this company has in the different countries in Asia. For travel etc, the same.
-> that's also teh reason why English is the preffered language for this tld imo
For inhabitants of an Asian country it makes, indeed more sense to use a ccTLD. (when i, as a Dutch person, search for a company in neighbour country Germany i will always search on the .de ccTLD and not the .EU. People from other continents with different European alternatives for this company probably will use the .eu though)
Just my two cents
