hi,
Your code:

1)

LCALL INIT_LCD

Well, INIT_LCD is subroutine, but where is the RET at the end of it?

2)

write_loop: 

MOV A,R1 
MOVC A,@A+DPTR 

But: where in your code the R1 is loaded? I have not found such lines.

3)Main loop contains LCALL INIT_LCD only. I do not see that you call WRITE subroutine. Why?

Regards,
Oleg