In 1985, West End Investment & Finance Consultancy Private Limited was formed. It is a Non-Banking Financial Company - Non Deposit Taking Systemically Important, registered with the Reserve Bank of India. Initially, its business was limited to providing consultancy and advisory services to business houses in the areas of investment, financial management, and information technology.

The company's current focus is on investment and revenue generation from financial assets, which is the company's dominant activity, while continuing to provide financial services to businesses in the areas of investments and financial management.