Why is Brand Concepts falling/rising?

As of 12-Nov, Brand Concepts Ltd is experiencing a decline in its stock price, currently at Rs 346.00, which represents a decrease of Rs 13.35 or 3.72%. The stock has been underperforming, having fallen consecutively for the last three days, resulting in an overall decline of 8.37% during this period. It opened with a loss of 2.32% today and reached an intraday low of Rs 342.35. Over the past week, the stock has decreased by 8.03%, while its year-to-date performance shows a significant drop of 28.02%. Despite a high management efficiency indicated by a ROCE of 17.00% and healthy long-term growth in net sales and operating profit, the stock has faced negative sentiment due to six consecutive quarters of poor results, including a 77.9% drop in profits over the past year.
In the broader market context, Brand Concepts has notably underperformed compared to the Sensex, which has gained 1.21% over the past week and 8.10% year-to-date. The stock's recent performance has been particularly weak, with a delivery volume that has plummeted by 98.14% against the five-day average, indicating falling investor participation. While the stock is trading at a discount compared to its peers, the high debt-equity ratio and low debtor turnover ratio suggest underlying financial challenges that may be contributing to its negative performance. Overall, the combination of poor recent results, declining investor interest, and significant underperformance relative to the market has led to the stock's current downward trajectory.