Why is Archidply Decor falling/rising?

As of 23-Sep, Archidply Decor Ltd is currently priced at 85.64, showing no change (0.00%). The stock has underperformed in recent weeks, with a decline of 0.45% over the past week and a significant drop of 10.70% over the last month. Despite today's performance, where it outperformed its sector by 0.91%, the stock is trading below all its moving averages, indicating a bearish trend. Additionally, while the stock has a relatively attractive valuation with a return on capital employed (ROCE) of 1.5, it has experienced a substantial decline of 26.71% over the past year, with profits falling by 15%. The company's weak long-term fundamentals, including a poor EBIT to interest ratio and disappointing sales figures, further contribute to its negative outlook.
In the broader market context, the Sensex has shown a slight decline of 0.34% over the past week and a positive return of 0.98% over the last month, contrasting with Archidply Decor's performance. This indicates that while the overall market has been relatively stable, Archidply Decor has struggled significantly, particularly in the long term, where it has underperformed the BSE500 index over the last three years, one year, and three months. The combination of weak sales, poor growth metrics, and a lack of investor confidence has led to a challenging environment for the stock, reinforcing its status as a strong sell.