Why is Brand Concepts falling/rising?

As of 22-Aug, Brand Concepts Ltd is experiencing a decline in its stock price, currently at 295.55, which reflects a decrease of 3.7 or 1.24%. The stock has underperformed its sector by 0.72% today and has been on a downward trend for the last three days, accumulating a total return loss of 3.53% during this period. Over the past year, the stock has significantly underperformed, with a return of -54.53%, while the Sensex has only declined by 1.07%. The company's financial health is concerning, as it has reported negative results for the last five consecutive quarters, including a drastic profit fall of 85.6%. Additionally, the stock is trading at a discount compared to its peers, but its high Debt to EBITDA ratio of 2.71 times raises red flags regarding its ability to service debt.
Broader market context shows that while the Sensex has gained 0.88% over the past week, Brand Concepts has seen a slight decline of 0.39%. The broader market has been relatively stable, with the BSE500 generating negative returns of only -2.49% in the last year, contrasting sharply with Brand Concepts' significant drop. This disparity highlights the company's struggles, particularly in light of its recent financial performance, including a 6.79% fall in net sales and a low return on capital employed (ROCE) of 8.94%. The combination of these factors contributes to a negative sentiment surrounding the stock, leading to its current price decline.