Why is Esha Media falling/rising?

As of 04-Aug, Esha Media Research Ltd is experiencing a price increase, currently at 19.01, reflecting a change of 0.9 or 4.97% upward. The stock has shown strong performance, gaining 58.42% over the last seven days and outperforming its sector by 3.97% today. Additionally, the stock has demonstrated impressive returns over various periods, including a 53.31% increase over the past month and a 202.71% rise over the last three years. However, it is important to note that the company has a negative book value and weak long-term fundamental strength, with poor growth in net sales and operating profit over the past five years, which could pose risks to its future performance.
In the broader market context, Esha Media's short-term performance significantly outpaces the benchmark, with a 33.50% return over the past week compared to a mere 0.16% increase in the Sensex. While the stock has been on a strong upward trajectory, the decline in delivery volume by 42.9% against the five-day average suggests a potential decrease in investor participation, which may affect future price movements. Despite these concerns, the stock's ability to outperform the market in both the short and long term indicates a strong market sentiment, although the high debt levels and negative EBITDA present inherent risks that investors should consider.