Why is Heads UP Venture falling/rising?

As of 11-Sep, Heads UP Ventures Ltd is experiencing a rise in its stock price, currently at 11.10, with an increase of 0.3 or 2.78%. The stock has shown strong performance recently, gaining 5.21% over the last three days and outperforming its sector by 3.69% today. It is trading above its moving averages across various time frames, indicating positive momentum. Additionally, the company has reported very positive financial results in recent quarters, with significant growth in net sales and profitability metrics, including a record PBDIT and PAT. However, despite these positive indicators, the stock has a long-term negative outlook due to a significant decline in net sales over the past five years and low profitability per unit of shareholders' funds.
In the broader market context, the stock has outperformed the Sensex over the past week and month, with returns of 8.72% and 10.45%, respectively, compared to the benchmark's 1.03% and 1.17%. However, it has underperformed over the year and the last three years, with a return of -24.85% against the benchmark's slight gain of 0.03%. This mixed performance suggests that while the stock is currently benefiting from short-term positive trends and investor interest, its long-term fundamentals remain weak, which could affect future performance.