Why is Paul Merchants falling/rising?

As of 24-Sep, Paul Merchants Ltd is experiencing a decline in its stock price, currently at 720.00, reflecting a decrease of 1.2 (-0.17%). The stock has been on a downward trend, having lost value for the last four consecutive days, resulting in a total drop of 2.7% during this period. Additionally, the stock is trading below its 5-day, 20-day, 50-day, 100-day, and 200-day moving averages, indicating a bearish trend. In terms of performance relative to the benchmarks, the stock has underperformed significantly over the past month and year, with declines of 4.20% and 27.13%, respectively, while the Sensex has shown positive returns in the same periods. There is a slight increase in investor participation, as evidenced by an 11.01% rise in delivery volume, which may suggest some interest despite the overall negative performance.
Broader Market Context: In the short term, Paul Merchants Ltd's performance has been worse than the benchmark Sensex, which has only declined by 1.18% over the past week compared to the stock's 2.17% drop. This underperformance highlights a challenging environment for the company relative to the broader market. The overall market sentiment appears to be more favorable, as indicated by the Sensex's positive return over the last month, contrasting sharply with Paul Merchants' significant losses. This divergence suggests that factors specific to Paul Merchants may be contributing to its stock price decline, while the broader market remains relatively stable.