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