Why is Paul Merchants falling/rising?

As of 19-Sep, Paul Merchants Ltd is experiencing a decline in its stock price, currently at 737.15, which reflects a decrease of 2.85 or 0.39%. The stock is trading below its 5-day, 20-day, 50-day, 100-day, and 200-day moving averages, indicating a bearish trend. Additionally, there has been a notable drop in investor participation, with delivery volume falling by 4.18% compared to the 5-day average. The company has reported negative results for the last five consecutive quarters, with a significant decline in net sales and operating profit. This poor performance is compounded by a weak long-term fundamental strength, as evidenced by a -9.08% annual growth rate in net sales and a -73.1% drop in profits over the past year, leading to a strong sell recommendation.
In the broader market context, the stock has underperformed against the benchmark, with a 1-week return of -0.39% compared to the Sensex's gain of +0.88%. Over the past year, Paul Merchants has generated a return of -24.62%, while the Sensex has shown a modest decline of -0.67%. This underperformance is further highlighted by the stock's inability to keep pace with the BSE500 index over various time frames, including the last three years and one year. The combination of poor financial results, declining investor interest, and a lack of positive momentum in comparison to the broader market contributes to the stock's downward trajectory.