An innovative product, a resilient founder and a narrative that unites sustainability and business strategy. This is the combination that led water in the box to become a reference in the beverage sector, with alternative packaging to plastic and presence throughout Brazil. The path, however, was far from simple: fundraising, cash management and results pressure followed each step.
With direct phrases and without romanticizing entrepreneurship, Fabiana Tchalian makes it clear that the passion for the company was the fuel to face the most difficult times. Among the lessons is the importance of protecting cash, consistency and, above all, remaining true to the purpose of creating a sustainable option for water consumption.
This trajectory was the theme of From zero to toppodcast do Infomoney Presented by Mariana Amaro, who received Fabiana to tell behind the scenes of her journey in front of the water in the box.
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Product Innovation and Market Positioning
The water portfolio in Caixa has always focused on the main product, described by the founder as the “dairy cow”. The strategy was clear: first to guarantee an item that would financially support the business – before launching news.
With this consolidated base came new products. The most requested launch by customers was the gas version, which finally hit the shelves with the name “Water in the Gas box – in the can”. For Fabiana, this was one of the most encouraging steps, as it met a recurring demand and expanded the brand’s range at points of sale already achieved.
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Another bet was the “little box”, a Bag in Box with torneirinha designed to replace the traditional gallons of water. In addition to practicality, the product brought price competitiveness and made room to gain new consumers in the home environment.
Fabiana also revealed plans to expand the presence in B2C with water added from electrolytes, collagen, protein and flavors, as well as watch carefully to the food supplements: “It has grown a lot.”
Sustainability, challenges and passion for business
From the beginning, the water proposal in Caixa has been linked to sustainability. Fabiana points out that the carbon footprint of the package is three times smaller than that of plastic bottles. This narrative, however, would not be sufficient if the company did not have a financial consistency. “It’s no use telling a beautiful sustainability story if the cashier is bad,” he says.
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The cashier, by the way, was named as the main challenge of entrepreneurship. For Fabiana, protecting available resources and managing trading cycles, especially in B2B, is a daily task that defines the survival of the company.
Despite the complexities, the founder never thought of giving up. She declares herself in love with what she has built and recognizes that this energy is indispensable to maintain the team’s motivation and face market obstacles. In addition to the deal, Fabiana also talked about her personal life: she had three children in four years, after founding water in the box.
For more details of the company’s history and know your strategy for the future, see the full episode in. The program is available and in its podcast version on the main streaming platforms such as,,,
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About zero to the top
O podcast From zero to top It is a production of Infomoney And it brings, each week, the history of prominent women and men in the Brazilian market to tell their history, sharing the biggest challenges faced along the way and the main strategies used in the construction of the business.
The program has already received names as founder of Brisanet; , from the Simpar group; Founder of XP Investimentos; , Chairman da Cognna; Supley group co -founder; CEO and founder of 3Tentos; CEO of the King of Mate; one of the founders of the free market; the entrepreneur; , founder and CEO of Cobasi; Executive responsible for Renner’s rise; and told dozens of success stories.
