Why is Godfrey Phillips falling/rising?

As of 22-Jul, Godfrey Phillips India Ltd. is experiencing a price increase, currently at Rs 9,413.85, reflecting a rise of Rs 212.15 or 2.31%. The stock is trading close to its 52-week high, being only 4.36% away from Rs 9,824. It has shown strong performance today, outperforming its sector by 2.99% and reaching an intraday high of Rs 9,594, which is a 4.26% increase. Over the past week, the stock has gained 0.56%, and it has demonstrated impressive returns over longer periods, including a 119.99% increase in the last year and an astounding 733.01% over three years. Positive factors contributing to this rise include high management efficiency with a return on equity (ROE) of 18.34%, a low debt-to-equity ratio, and healthy long-term growth in operating profit. However, the stock's valuation is considered expensive, with a price-to-book value of 9.3, and while profits have risen, they have not kept pace with the stock's price increase, indicated by a PEG ratio of 1.6.
In the broader market context, Godfrey Phillips has outperformed the benchmark Sensex, which has seen a decline of 0.47% over the past week. The stock's strong performance relative to the benchmark highlights its resilience and attractiveness to investors, especially given its consistent returns over the past three years. Despite a significant drop in investor participation, with delivery volume falling by 69.43% against the five-day average, the stock remains liquid enough for trading, suggesting that investor interest may still be present. Overall, the combination of strong financial performance, efficient management, and a history of consistent returns has contributed to the stock's upward movement, even as it faces challenges related to valuation and investor participation.