Why is Heads UP Venture falling/rising?

As of 25-Jul, Heads UP Ventures Ltd is experiencing a slight decline in its stock price, currently at 9.34, with a change of -0.01, representing a decrease of 0.11%. The stock has been underperforming recently, having fallen consecutively for the last three days, resulting in a total decline of 5.37% during this period. Additionally, the stock is trading below its 5-day, 20-day, 50-day, 100-day, and 200-day moving averages. Despite a significant growth in net sales of 693.75% and positive quarterly results, the company faces challenges with a weak long-term fundamental strength, as evidenced by a -60.73% CAGR growth in net sales over the past five years and a poor EBIT to interest ratio of -5.58. This combination of factors contributes to the stock's recent downward movement.
In the broader market context, the stock has underperformed against the benchmark, with a 1-week return of -6.60% compared to the Sensex's -0.36%. Over the past year, while the stock has generated a return of -21.25%, the benchmark has shown a positive return of 1.78%. This consistent underperformance against the benchmark, coupled with low profitability as indicated by a return on equity of only 1.83%, suggests that investor sentiment may be cautious. Although there has been a rise in investor participation, the overall negative sentiment surrounding the company's long-term fundamentals and its inability to service debt effectively may be contributing to the stock's decline.