Why is Brand Concepts falling/rising?

As of 28-Aug, Brand Concepts Ltd is experiencing a decline in its stock price, currently at Rs 277.50, which reflects a decrease of Rs 6.5 or 2.29%. The stock has underperformed its sector by 1.92% today and is trading close to its 52-week low, just 2.7% away from Rs 270. Over the past week, the stock has fallen by 7.27%, and its performance over the last month shows a significant drop of 16.21%. The company has reported negative results for the last five consecutive quarters, with a substantial decline in profits by 85.6%, and its ability to service debt is concerning due to a high Debt to EBITDA ratio of 2.71 times. Additionally, the stock is trading below all key moving averages, indicating a bearish trend.
In the broader market context, Brand Concepts has underperformed the benchmark, with a one-year return of -58.27% compared to the BSE500's -5.01%. This stark contrast highlights the stock's significant struggles relative to the market. The company's recent financial performance, including a 6.79% drop in net sales and a PAT of Rs -2.72 crore, further exacerbates investor concerns. Despite having a high management efficiency with a ROCE of 18.66%, the overall negative financial indicators and falling investor participation suggest a lack of confidence in the stock's recovery, contributing to its current downward trajectory.