In my opinion, the price is going down because of 2 main reasons.
The first one is that there's the whales who pump and dump every now and then manipulating the price.
The second one is that there's the FUD, which has been spread day after day. Everyday you can read about governments banning cryptocurrencies and shutting down exchanges. Now it's the Reserve Bank of India who wants to stop cryptocurrencies in India.
All this FUD creates panic sell off, which leads the price to decline.