Type 2 Diabetes (T2D) affects over 246 million people worldwide. South Asians are the largest group affected and have the fastest growing prevalence. South Asians have been identified as at risk due to biomedical dispositions including central adiposity and insulin resistance. Lifestyle factors are also associated with T2D. However, the majority of research area tends to homogenise south Asians, consequently overlooking some of the subtle cultural differences between sub groups. As a result, British Indian Punjabi men have been neglected from research, despite being one of the largest groups at risk. This qualitative study examined the social and cultural factors which influence Indian Punjabi men’s health beliefs and risk perceptions of T2D. Twenty-four interviews were carried out with Indian Punjabi men from first and second generations. The data was analysed using a thematic analysis approach. The findings revealed the cultural significance associated with hospitality and drinking, which emerged as important socio-cultural practices. The findings also demonstrated generational differences in how the men perceived their risk of T2D in either individual or collective terms. The findings of this research study have the potential to make an important contribution to T2D care by highlighting changes to future care strategies