Pristine and 1, 1.5, 2, 2.5 and 3 wt% Ni doped ZnO nanorods are prepared by hydrothermal technique as an effective photocatalyst for the removal of Malachite Green (MG) dye from aqueous media. Kinetic modelling of photocatalytic degradation and adsorption properties of the catalysts are done by pseudo first order (PFO), pseudo second order (PSO), fractal like psuedo first order (FPFO), fractal like psuedo second order (FPSO), elovich, exponential and intra particle diffusion (IPD) models. In contrary to the general trend, adsorption efficiency of ZnO is decreased while photocatalytic property got enhanced with doping. As-prepared catalysts are well characterised using XRD, FESEM, XPS, EDS, BET, UV and PL. This study points out the effect of Ni doping on the adsorption and visible light photocatalytic properties of ZnO nanostrutures via detailed kinetic modelling and explanation through various characterisation techniques and show cases their practical application in the field of waste water management. Water quality analysis was done post to degradation studies and the purified water samples have pH in the permissible range of drinking water which shows the efficient removal of dye molecules from the solution.