Carolina Riveros: From Family Business to CEO Succession at TUPI SA

Carolina Riveros, the current CEO of Grupo TUPI SA, embodies a leadership journey deeply rooted in the family business. Her involvement began at the tender age of 10, and by 17, she had already stepped into her first leadership position. This early immersion, marked by a steep learning curve and a need for rapid adaptation, has shaped her management philosophy: prioritizing questions, embracing collaboration, and accumulating practical experience over formal credentials.

Riveros acknowledges the challenges of leading without being the foremost expert in every area. "When you are not the person who knows the area best, but you are chosen to lead it, a leader must have the humility to ask a lot of questions and let themselves be helped," she states. She also identifies the development of interpersonal skills as crucial for effective leadership, a competency she believes is honed through extensive "flight hours" – real-world experience.

Her career progression through various departments, including Marketing, Sales, Operations, and Collections, has provided her with a comprehensive understanding of TUPI's operations. While academic training played a role, Riveros emphasizes that the most decisive learning occurred "on the field." Today, TUPI directly employs around 1,200 people and supports numerous indirect jobs. The company has maintained double-digit growth for years, prioritizing quality over rapid expansion, as evidenced by the addition of only two new branches in 2025.

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When you are not the person who knows the area best, but you are chosen to lead it, a leader must have the humility to ask a lot of questions and let themselves be helped.

A significant investment was made in 2023 with the acquisition of key properties in Asunción and Ciudad del Este, enhancing the company's infrastructure and service offerings across the country. Concurrently, TUPI Marketplace, described as "the first virtual shopping mall with a physical presence," has broadened its inventory far beyond appliances to include fashion, personal care, gourmet foods, construction materials, travel, linens, pet food, and books, now featuring over 80,000 items available online and in-store with installment payment options.

Riveros also shared a formative learning experience from her youth: at 18, she made a significant purchase of notebooks that did not sell as expected, resulting in losses due to price changes and model updates. "That experience taught me to protect capital and ensure that purchases truly meet the company's needs," she explains. She champions gender equality within TUPI, ensuring women have a tangible presence in leadership roles, characterized by commitment, firmness, decisiveness, and a proactive approach.

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That experience taught me to protect capital and ensure that purchases truly meet the company's needs.