Why is Esha Media falling/rising?

As of 20-Aug, Esha Media Research Ltd is experiencing a rise in its stock price, currently at Rs. 28.03, reflecting an increase of 0.54 or 1.96%. The stock has reached a new 52-week high today and has been on a consecutive gain streak for the last 18 days, resulting in a remarkable 133.58% return during this period. Additionally, the stock has outperformed its sector by 2.44% today. Over the past week, it has shown an impressive return of 8.06%, and year-to-date, it has increased by 78.08%. However, despite these positive movements, the company has a negative book value and weak long-term fundamental strength, with poor growth in net sales and operating profit over the last five years, which may raise concerns among investors.
In the broader market context, Esha Media's short-term performance has significantly outpaced the benchmark, with a 1-week return of 8.06% compared to the Sensex's 1.64%. While the stock has demonstrated strong performance in both the short and long term, it is important to note that it operates with high debt and has a negative EBITDA, indicating potential risks. The company's liquidity remains adequate for trading, but a notable decline in delivery volume suggests falling investor participation, which could impact future price movements. Overall, while the stock is currently rising, its underlying financial challenges may pose risks that investors should consider.