RLS - Can't see the data (end user)

Hi All, 

This is really urgent issue - I have Row level security in my report. RLS on different region, I created different role based on region and added a few people to these roles. 
I did check from my end using 'Test as role' and it worked fine. However, end user added to this role aren't able to see the data. 

Can anyone help me what is wrong with this?