Penalties for contravention of other provisions.

If any licensee or other person refuses or fails without reasonable excuse to comply with or give effect to, any direction, order or requirement made under any of the provisions of this Act he shall be punishable with imprisonment which may extend to 2 years or with penalty by way of fine which may extend to Rs. 1,00,000 (one lakh) or both and a further penalty which may extend to Rs. 4,000 (four thousand) for each day after the first during which the offence continues.