Why is Paul Merchants falling/rising?

As of 31-Jul, Paul Merchants Ltd's stock price is currently at 754.00, reflecting a decrease of 12.8 points or 1.67%. Today's price summary indicates that the stock has underperformed its sector by 1.13%, and it has experienced a trend reversal after two consecutive days of gains. The stock reached an intraday low of Rs 747.5, marking a decline of 2.52%. Additionally, the stock's performance over the past week shows a slight decrease of 0.26%, while its one-month return is down by 2.10%. The company has reported operating losses and negative results for the last four consecutive quarters, with net sales declining at an annual rate of 8.66%. This poor performance, coupled with a low return on equity of 3.5 and a high valuation compared to peers, contributes to the stock's downward movement.
In the broader market context, the stock's short-term performance has been relatively better than the benchmark Sensex, which has declined by 1.22% over the past week. However, the year-to-date performance of Paul Merchants shows a significant drop of 20.21%, contrasting sharply with the Sensex's gain of 3.90%. The falling investor participation, as evidenced by a 33.01% drop in delivery volume, further indicates a lack of confidence among investors. Overall, the combination of weak financial fundamentals, declining sales, and negative investor sentiment is driving the stock's price down.