Rai did her first modelling assignment when she was in the ninth grade, for Camlin Pencils.[12] One of her professors at Jai Hind College took pictures of her which were published in a fashion magazine.[13] In 1991 Rai took part in the Ford Supermodel Contest and also appeared in Vogue Magazine.[11] She has been on the cover of Vogue three times.[14]
Rai became popular after appearing in a Pepsi commercial with actor Aamir Khan.[12] She modelled for Longines watches, Coca-Cola,[15] Lakmé Cosmetics, Casio pager, Philips, Palmolive,[13] Lux, and Fuji films.[16] She continued to model while pursuing her studies in architecture.[1][13] She was named the official brand ambassador for De Beers diamonds in India.[16]
In the 1994 Miss India contest, she won second place, behind Sushmita Sen, and was crowned Miss India World.[17] She went on to win the Miss World[18] title the same year, where she also won the Miss Photogenic award.[19] After winning the pageant, she gave up her studies and spent one year reigning as Miss World in London.[17] Rai continued to pursue a career as a model until she became an actress.
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