First of all, how did you get the grooves in your texture in the first place? From the looks of it, you aren't using a file texture and don't have a bump map on. You do have something for the reflected color and specular color however. I'm guessing that you probably need to adjust your reflectivity to your liking, then modify whatever you're using to get the grooves afterwards.

I may be completely wrong, so if any of you Maya gurus have any other idea, go ahead and post it. :-)