Although she had little acting experience, she won over critics and audiences alike in 1997's Iruvar (aka The Duo). For her role as Aishi in 1997's ...Aur Pyaar Ho Gaya, Aishwarya Rai picked up India's Screen Best Female Debut award. In 1998, she took on the dual role of Madhumitha/Vaishnavi in Jeans, which also won the actress critical praise and much male adoration.

Aishwarya Rai was selected as the spokesmodel for Longines watches in 1999, and continued to appear in Indian films. She won the Filmfare Award for Best Actress for her performance in 1999's Hum Dil De Chuke Sanam (Straight from the Heart).

In 2000, she starred as Meenakshi in Kandukondain Kandukondain (I Have Found It). That same year, she appeared in Mohabbatein (Love Stories) and won rave reviews for her performance as Preeti, a rape victim, in Hamara Dil Aapke Paas Hai. She was selected as Screen Weekly's Best Actress for 2000.