Why is Paul Merchants falling/rising?

As of 04-Aug, Paul Merchants Ltd is experiencing a decline in its stock price, currently at Rs 758.40, which reflects a decrease of Rs 5.95 or 0.78%. Today's performance indicates that the stock has underperformed its sector by 2.4%, with an intraday low of Rs 746. The stock's recent returns show a mixed performance; it has gained 1.36% over the past week but has decreased by 4.00% over the last month. Additionally, the company has reported operating losses and negative results for the last four consecutive quarters, with a significant drop in net sales and profits, contributing to a weak long-term fundamental strength. The stock is trading at a premium compared to its peers, further indicating its expensive valuation despite poor financial performance.
In the broader market context, the Sensex has shown a modest gain of 0.16% over the past week, contrasting with Paul Merchants' recent performance. While the stock has outperformed the benchmark in the short term, its year-to-date return of -19.75% starkly contrasts with the Sensex's gain of 3.69%. This divergence highlights the challenges faced by Paul Merchants, including falling investor participation and liquidity issues, which may be influencing investor sentiment negatively. Overall, the combination of poor financial results, high valuation, and weak market performance suggests that the stock is currently under pressure.