Why is Aditya Consumer falling/rising?

As of 16-Jul, Aditya Consumer Marketing Ltd's stock price is currently at 49.70, reflecting a decline of 0.81, or 1.6%. The stock has been underperforming, having lost 5.5% over the last three days and showing a 7.38% decrease over the past week. In terms of longer-term performance, the stock has experienced a significant year-to-date decline of 26.10% and a staggering 40.04% drop over the past year, despite a strong 3-year return of 61.36%. The stock's trading activity has been erratic, with it not trading on two days out of the last twenty, and there has been a notable decrease in investor participation, as evidenced by a 54.55% drop in delivery volume compared to the 5-day average.
In the broader market context, the Sensex has shown a decline of only 1.08% over the past week, indicating that Aditya Consumer's performance is significantly lagging behind the benchmark. While the stock has outperformed the Sensex over the past month with a slight gain of 0.42%, its year-to-date and yearly performances are considerably worse than the benchmark's positive returns of 5.75% and 2.38%, respectively. This underperformance, coupled with the falling investor participation and the stock's position relative to its moving averages, suggests a challenging environment for Aditya Consumer Marketing Ltd, contributing to its recent price decline.