use Gridview1_RowDataBound event
try like this(change in code as per your requirement):-
protected void GridView1_RowDataBound(object sender, GridViewRowEventArgs e)
{
if (e.Row.RowType == DataControlRowType.DataRow)
{
int dtrslt = DateTime.Compare(e.Row.DataItem("DATE_COLUMN_NAME"), Date.Now);
if ( dtrslt < 0)
e.Row.BackColor = System.Drawing.Color.Red;
e.Row.BackColor = ColorTranslator.FromHtml("#D1ECC2");
else
e.Row.BackColor = System.Drawing.Color.yellow;
e.Row.BackColor = ColorTranslator.FromHtml("#E7B3B3")
}
}