Environment, Health and Care are the guiding concepts on which "CERANA" has developed. CERANA was established with one goal in mind; to link small mountain farmers with customers to improve their livelihoods who don't use or promote the use of pesticides.

The agriculture sector in mountains has always been plagued with several problems - natural and man-made. There are several challenges faced by farmers such as changing climatic conditions, absence of good quality seeds, lack of knowledge regarding modern technology/equipment, financial regulations, high production costs, presence of dealers/middle men controlling market prices, among many others. The provision of marketing of agri/horti produces produced by farmers organised in a Farmer Producer Organization (FPO) is a great step towards the betterment of the agricultural sector in mountains and farmers as well. CERANA was established in 2021, driven by Appropriate Technology India (AT India). All the supported FPOs are owned and managed by farmers that aims to ensure share equity to everyone, while providing value to the end consumer. They are responsible for post harvesting management and training, purchasing, processing, packing, exporting and marketing of the produce.