Why is Paul Merchants falling/rising?

As of 22-Sep, Paul Merchants Ltd is experiencing a decline in its stock price, currently at 729.00, which reflects a decrease of 8.3 or 1.13%. The stock has underperformed its sector by 1.55% today and has been on a downward trend for the last two days, with a total decline of 1.49% during this period. It reached an intraday low of Rs 722.15, indicating significant selling pressure. The stock is trading below all its moving averages, and there has been a notable drop in investor participation, with delivery volume falling by 46.17% compared to the five-day average. The company's financial health is concerning, as it has reported operating losses and negative results for the last five consecutive quarters, with net sales and operating profit declining significantly.
In the broader market context, the stock's performance over the past week shows a decline of 1.09%, while the Sensex has increased by 0.46%, highlighting a stark contrast between the stock and the benchmark. Over the past month, Paul Merchants has fallen by 3.01%, compared to a 1.05% gain in the Sensex. This underperformance is further emphasized by its year-to-date decline of 22.86%, while the benchmark has gained 5.15%. The company's weak long-term fundamentals, characterized by a negative growth rate in net sales and a low return on equity, contribute to its expensive valuation relative to peers, reinforcing the stock's downward trajectory.