The present study is conducted with the primary goal of to examine impact of capital structure on valuation of firm of selected B2C companies in India. In this study 10 B2C companies are selected as a sample of the study. To achieve the said objective, the researcher has taken Firm Value as a dependent variable and ROA, Growth Rate, Age, Current Ratio, Size, Debt Equity Ratio, Tangible Assets, GDP, Inflation, ROE and Financial Leverage are taken as independent variables. From the present study, it can be said that Size, Age, ROA, Inflation and Tangible Assets have impact on Firm Value. Also, ROE, GDP, Financial Leverage, Growth Rate, Debt Equity Ratio and Current Ratio have doesn’t have any impact on Firm Value. The present study is very much helpful to the investors who want to invest their money in these sample companies and management of these companies. The present study is useful to the management of the company to decide which variable play significant role in the deciding the valuation of firm.

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Keywords: Capital Structure, Firm Value, B2C Companies, Financial Leverage, Inflation.