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The UN Decade of Healthy Ageing plan of action has identified combating ageism and challenging negative and restrictive attitudes as a priority area. Ageism towards older people refers to negative constructions of old age, comprising of stereotypes, prejudice and discrimination, and age norms are expectations and social rules around age-appropriate behaviour. Ageism and age norms can have adverse physical and mental consequences for older people. This study aims to explore ageism and age norms and their effects on the health and wellbeing of older adults in India. The study adopted an exploratory qualitative research design. Online focus groups and interviews were conducted with 21 participants from urban Indian cities, and data was analysed using reflexive thematic analysis. Themes relating to ageism and current norms experienced by older people in urban India were identified. Experiences of ageism stemmed from institutions (e.g. healthcare, transport, employment), lack of consideration of social needs, intergenerational dynamics, and changing roles and identities in a rapidly evolving world. Age norms included societal expectations that older adults take up “age-appropriate” activities and be restrained in how they behave. The study findings emphasise that older adults are diverse with varied interests and hobbies, who refute stereotypes, endorsing the view that they are a complex, heterogenous group. Recommendations include investment into creating age-friendly cities, development and implementation of educational and intergenerational programmes, increasing avenues for employment and civic participation, as well as initiatives to cater to the social needs of older people.