B.A Lakshmi Narayana Setty influenced by the ideals of Swami Vivekananda set up a small shop of 200Sq.ft., at Mylapore Chennai, with an investment of only Rs.10,000 ( USD 230) to sell electrical fitting and folding chairs. Added slowly radios, fans, mixers, irons, heaters and other household equipments. He named his business Viveks & Co inspired by his Guru Swami Vivekananda. B.A Kodandaraman took over his reins of Viveks after the demise of his brother B.A Lakshmi Narayana Shetty and increased the turnover of Rs. 1.65 lakhs ( USD 3,840) in the first year to a stunning figure of 28 cores (643680) by 1980.

During the initial stages the consumer durable electronics were consolidated luxury to make them reach the mass middle class families. Viveks started an in-house easy monthly installments scheme. This also helped the company to increase its business and gain new customers.