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 three months or with penalty by way of fine which may extend to rupees one lakh, or both, and a further penalty which may extend to rupees four thousand for each day after the first during which the offence continues.