Why is Universus Photo falling/rising?

As of 08-Jul, Universus Photo Imagings Ltd is experiencing a decline in its stock price, currently at Rs 298.65, down by Rs 4.25 or 1.4%. The stock has been underperforming, having fallen consecutively for the last three days with a total decline of 8.57%. Today, it opened with a loss of 2.26% and reached an intraday low of Rs 288, indicating significant selling pressure. Despite trading above its moving averages, the stock's delivery volume has decreased dramatically by 83.38% compared to the five-day average, suggesting a lack of investor interest. The company has reported operating losses and a weak long-term fundamental strength, with net sales and profit after tax both declining significantly. This consistent underperformance, particularly over the last three years, has contributed to the stock's negative sentiment.
In the broader market context, Universus Photo's short-term performance has been notably better than the benchmark, with a 21.23% increase over the past week compared to a mere 0.02% rise in the Sensex. However, this positive short-term return contrasts sharply with its long-term performance, where it has underperformed the BSE500 across multiple periods, including a 21.82% decline over the past year. The company's financial struggles, including a negative EBITDA and a low return on capital employed, further exacerbate the situation, leading to a perception of risk among investors. Overall, while there are some short-term gains, the long-term outlook remains bleak, contributing to the stock's current downward trajectory.