Why is Brand Concepts falling/rising?

As of 04-Sep, Brand Concepts Ltd is experiencing a decline in its stock price, currently at Rs 275.95, which reflects a decrease of Rs 2.45 or 0.88%. The stock has underperformed its sector by 2.73% today and is trading close to its 52-week low, just 2.16% away from Rs 270. The stock's performance over the past week shows a decline of 0.56%, and it has significantly underperformed over the last month with a drop of 15.73%. The company has reported negative results for five consecutive quarters, with a substantial fall in profits by 85.6%, and a high Debt to EBITDA ratio of 2.71 indicates a low ability to service its debt. This combination of poor financial performance and high debt levels contributes to the stock's downward movement.
In the broader market context, the Sensex has shown a positive return of 0.80% over the past week, contrasting sharply with Brand Concepts' negative performance. Over the last year, while the Sensex has declined by only 1.98%, Brand Concepts has seen a staggering drop of 59.62%, indicating a significant underperformance relative to the market. This disparity highlights the challenges faced by the company, including a 6.79% fall in net sales and a low return on capital employed (ROCE) of 8.94%, which further exacerbates investor concerns and contributes to the stock's decline.