Why is Add-Shop E-Reta. falling/rising?

As of 19-Sep, Add-Shop E-Retail Ltd's stock price is currently at 9.68, reflecting a rise of 0.05 or 0.52%. The stock has shown mixed performance recently, with a 1-week decline of 1.73% and a 1-month increase of 1.89%. Despite today's performance, which outperformed the sector by 0.98%, the stock is trading below its moving averages across all time frames from 5 days to 200 days. Additionally, while the stock has experienced a significant decline of 39.08% over the past year, it has seen a remarkable increase in profits by 334%, indicating a potential undervaluation with a PEG ratio of 0. However, the long-term fundamentals are weak, with a -25.87% CAGR growth in operating profits over the last five years, and recent quarterly results have shown a notable decline in net sales and profitability.
Broader market context indicates that while Add-Shop E-Retail Ltd has underperformed against the benchmark Sensex over the last three years, it has recently seen a rise in investor participation, with delivery volume increasing significantly. The stock's performance today contrasts with the Sensex's 0.88% gain over the past week, highlighting its ongoing struggle to keep pace with broader market trends. The liquidity of the stock remains adequate for trading, but the overall negative sentiment surrounding its long-term growth prospects continues to weigh heavily on its performance relative to the market.