Why is Esha Media falling/rising?

As of 08-Jul, Esha Media Research Ltd is experiencing a price increase, with its current price at 12.93, reflecting a change of 0.73 or 5.98% upward. The stock has shown strong performance in the short term, with a 1-week return of +13.42% and a 1-month return of +9.67%, significantly outperforming the benchmark Sensex, which has only increased by 0.02% and 1.85% over the same periods, respectively. Today's trading activity indicates rising investor participation, with a delivery volume increase of 126.17% compared to the 5-day average, and the stock is trading above its 5-day, 20-day, 50-day, and 100-day moving averages, although it remains below the 200-day moving average. However, the company faces challenges, including a negative book value and weak long-term fundamentals, with net sales growth at 32.34% but a declining operating profit of -7.15% over the past five years.
In the broader market context, Esha Media's recent performance stands out against the backdrop of the Sensex's modest gains. While the stock has risen sharply in the short term, it has a year-to-date decline of -17.85%, contrasting with the Sensex's increase of 7.13%. The company's high debt levels and negative EBITDA signal potential risks, as profits have fallen dramatically by -353% over the past year, raising concerns about its long-term viability. Despite the current upward movement, the overall financial health of Esha Media suggests that investors should remain cautious due to the underlying weaknesses in its fundamentals.