Why is Paul Merchants falling/rising?

As of 12-Sep, Paul Merchants Ltd is experiencing a decline in its stock price, currently at 740.00, which reflects a decrease of 2.75 (-0.37%). The stock has underperformed its sector today by 1.57%, and while it is higher than its 5-day moving average, it remains lower than the 20-day, 50-day, 100-day, and 200-day moving averages. Over the past week, the stock has shown a slight increase of 0.14%, but it has significantly underperformed over the last month and year, with returns of -2.52% and -28.50%, respectively. The company has reported operating losses and negative results for the last five consecutive quarters, with net sales falling by 41.7% compared to the previous four-quarter average, contributing to a weak long-term fundamental strength.
Broader Market Context: In comparison to the broader market, represented by the Sensex, which has increased by 1.48% over the past week and 4.82% year-to-date, Paul Merchants Ltd's performance has been notably poor. The stock's year-to-date decline of 21.69% starkly contrasts with the market's positive returns, indicating a significant underperformance. This disparity is further emphasized by the company's weak financial metrics, including a return on equity of only 1.2 and a price-to-book value of 0.4, suggesting that the stock is trading at a premium compared to its peers despite its declining profits.