Why is Esha Media falling/rising?

As of 02-Sep, Esha Media Research Ltd's stock price is currently at Rs. 32.81, reflecting an increase of 0.64 (1.99%). The stock has recently hit a new 52-week high and has been on a positive trajectory, gaining for the last 21 days with a remarkable 90.2% return during this period. It has outperformed its sector by 2.15% today and is trading above all key moving averages. However, despite these positive short-term movements, the company faces challenges such as a negative book value and weak long-term fundamental strength, with net sales growth at an annual rate of only 27.88% and a concerning debt-to-equity ratio. Additionally, while the stock has generated a return of 54.69% over the past year, its profits have significantly declined by 466%, indicating potential risks for investors.
In the broader market context, Esha Media's short-term performance has been impressive, with a 1-week return of 8.18%, contrasting sharply with the Sensex, which has declined by 0.78% during the same period. This strong performance relative to the benchmark suggests that investor sentiment towards Esha Media is currently favorable, despite the underlying financial concerns. The stock's ability to outperform the market over various time frames, including a 368.71% return over three years, highlights its appeal, but the long-term risks associated with its financial health may temper enthusiasm among potential investors.