Aishwarya Rai recently bagged theDh13.2 million endorsement deal for Kalyan Jewellers, replacing Sushmita Sen, who has been the face of the brand for a long time.

 Aishwarya Rai Bachchan has always been the choice of most well-known brands in comparison to her competitor and arch rival Sushmita Sen.

Since Sushmita, whose contract with Kalyan Jewellers ended, is not much in the limelight, Aishwarya was probably the best replacement they could think of.

It remains to be seen if Kalyan Jewellers made the right choice by choosing Aishwarya in place of Sushmita to endorse their jewellery!

The great rivalry between Sushmita Sen and Aishwarya Rai, two most beautiful women in India, started in 1994 during the Miss India pageant.

Ash was a clear favourite to win the title but the confident and vivacious Sushmita toppled her by a meager margin of 0.3 points in a tie-breaker.

Sush was crowned the Miss India but Ash was not losing heart. Both the beauties went on to win the crowns in their respective international pageants.

They conquered the Universe and the World, then Susuhmita raced to Bollywood ahead of Aishwarya Rai.

Sushmita's first film, 'Dastak' was in 1996. Rai made her Bollywood debut in the film in 'Aur Pyaar Ho Gaya' in 1997.

Both the movies were box office duds and the two were written off as 'models who cannot act'.

But the beauties were bold and had a 'never-say-die' attitude. Year 1999 proved fruitful for both the model-turned-actresses.

Ash hit gold with Sanjay Leela Bhansali's 'Hum Dil De Chuke Sanam'. Rai's portrayal won her critical acclaim, drew her accolades from all over.

This was her first box office success in Bollywood, and earned her a Filmfare Best Actress Award. Then on there was no looking back for Aishwarya Rai.

It seemed that they were going neck to neck for some time, but it was Ash who came out triumphant in the long run with better and bigger films.

In the years that followed Aishwarya established herself firmly not just in Bollywood but in the world of endorsements.

Though both the beauty queens have always denied any competition or comparisons, their careers and lives were followed closely.

On April 20, 2007 Ash got married to actor Abhishek Bachchan. And now both Sush and Ash are playing the same character - that of a mother.

Sushmita is a single mother and has adopted two girls, Renée and Alisah. Aishwarya gave birth to Aaradhya Bachchan in November 2011.

After delivery Ash made rare public appearances. She faced the camera for the first time while promoting the princess wedding jewelry collection by Kalyan Jewelers.

She carries the baton forward left by Sushmita Sen who was the face of Kalyan Jewelers bridal range.

Now we wait and to see what's next for the elegant Sushmita Sen and the gorgeous Aishwarya Rai Bachchan.

Do you think Aishwarya Rai Bachchan is the perfect celebrity to endorse for Kalyan Jewellers? Post your comment.

(All pictures courtesy: Kalyan Jewellers Facebook page)

MUST READ:

Salman 'Tiger' Khan comes roaring... and conquers

Trailer: Shah Rukh-Katrina in a Yash Chopra romance

Dubai’s Bollywood Eid party starring: Kareena, Bipasha

Kristen Stewart out of Snow White sequel