Why is Rossell India falling/rising?

As of 24-Jul, Rossell India Ltd's stock price is currently at Rs 66.65, reflecting a decline of Rs 2.3 or 3.34%. The stock has underperformed its sector by 4% today and has experienced a trend reversal, falling after two consecutive days of gains. It reached an intraday low of Rs 66.05, indicating a drop of 4.21%. Over the past week, the stock has decreased by 1.93%, and it has shown significant underperformance over longer periods, with a staggering return of -88.65% in the last year. Despite a very attractive valuation with a high return on capital employed and a low PEG ratio, the company faces challenges such as operating losses and a high debt-to-EBITDA ratio, which contribute to its weak long-term fundamental strength.
In the broader market context, the Sensex has remained relatively stable, with only a slight decline of 0.09% over the past week. This indicates that Rossell India's poor performance is not solely due to market conditions but rather specific issues within the company. The stock's significant underperformance compared to the benchmark over various time frames, including a 12.15% decline year-to-date and a 67% drop over three years, highlights its struggles. The company's inability to generate positive returns, coupled with high debt levels and low profitability, suggests that investor sentiment is likely negative, contributing to the stock's current downward trajectory.