Why is Bajaj Consumer falling/rising?

As of 18-Jul, Bajaj Consumer Care Ltd's stock price is rising, currently at Rs 240.40, reflecting an increase of Rs 5.75 or 2.45%. The stock has shown strong performance today, outperforming its sector by 3.11% and reaching an intraday high of Rs 244.25. Over the past week, the stock has gained 3.58%, and in the last month, it has surged by 38.96%, while year-to-date, it is up by 21.66%. Despite a negative return of -14.42% over the past year, the stock is trading above all key moving averages, indicating positive momentum. Additionally, the company boasts high management efficiency with a return on equity (ROE) of 20.70% and a low debt-to-equity ratio, which may contribute to investor confidence. However, it has faced challenges, including a decline in profits by -19.4% and negative results for the last five consecutive quarters, which could temper enthusiasm.
In the broader market context, Bajaj Consumer's short-term returns have significantly outperformed the benchmark Sensex, which has declined by 0.90% over the past week. While the stock has shown resilience in the short term, its long-term growth prospects appear poor, with an annual operating profit decline of -10.07% over the last five years and a substantial underperformance compared to the market over the past year. Despite high institutional holdings at 29.14%, which typically indicate a more informed investor base, the stock's recent rise may be driven by short-term trading dynamics rather than fundamental improvements, as evidenced by its historical performance and ongoing financial challenges.