Penalty 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 six months or with fine which may extend to rupees five lakhs or with both and a further fine which may extend to rupees twenty thousand for each day after the first during which the offence continues.