High Chief Royal Ifechukwu Asianya, the Managing Director of Royal C. Investment Company (Nigeria) Limited, has transformed a 1993 apprenticeship at the Nkwo Nnewi spare parts market into a leading automotive empire. His journey is a classic testament to the “Nnewi Model” of business—starting with humility, surviving market collapses, and eventually dominating a niche.
Today, Royal C. Investment stands as Nigeria’s foremost importer of fairly used Coaster and Hiace buses, serving as a critical backbone for Nigeria’s interstate and intra-city transportation networks.
The Evolution of Royal C. Investment
Chief Asianya’s career is marked by strategic pivots in response to shifting global and local markets:
- 1993–2003: The Spare Parts & Motorcycle Era
He began as an apprentice in the spare parts trade before venturing into the importation of used motorcycles from Taiwan. A crucial turning point came when Chief Cletus Ibeto (the “Omekannaya of Nnewi”) guaranteed his first major facility through Ibeto Community Bank.
- 2003–Present: The Automotive Transition2
When the used motorcycle market in Taiwan collapsed in 2003, Asianya shifted his focus to used cars and trucks from the USA and Asia.3 This eventually led to his current specialization: high-demand commercial transport vehicles.
Recognition and “Mmilinezolu Ora Nnewi”
In late December 2025, during the centenary celebrations of the Igwe of Nnewi, His Royal Highness Kenneth O.N. Orizu III, Chief Asianya was conferred with the title Mmilinezolu Ora Nnewi (The Rain that Falls for All).
Major Awards & Milestones:
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Entrepreneur of the Year (2024/25): Awarded by Champion Newspapers.
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Outstanding Auto Dealer (2025): Recognized for market leadership in commercial vehicle importation.
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Philanthropy: Asianya has funded several kilometers of road construction, established major scholarship schemes for indigent students, and remains a pillar of the Nnewi and Lagos (Isolo) communities.
Leadership Insights for 2026
In his most recent interviews, Chief Asianya shared his perspective on the modern business landscape:
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Digital Transition: He describes the shift from the “analog” struggle of his early days to today’s “digital business world,” where global visibility is instantaneous.8
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Hard Work vs. Quick Riches: His advice to Nigerian youth is clear—riches must follow the “three pillars”: Perseverance, Truthfulness, and Consistency.9
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National Patriotism: Despite “harsh” government policies, he advocates for law-abiding citizenship and reinvesting profits back into local infrastructure.
Profile Summary
| Feature | Details |
| Title | High Chief (Mmilinezolu Ora Nnewi) |
| Company | Royal C. Investment Company (Nigeria) Ltd. |
| Core Market | Fairly used Coaster and Hiace Buses. |
| Philosophy | “When God blesses you, extend the blessing to others.” |
| Base of Operation | Nnewi (Anambra) and Isolo (Lagos). |
