Hello @systembolaget
I guess you are creating NURBS data in Alias, which is the usual way.
After that, you are storing the data as OBJ. Which will store the NURBS with default settings.
As Alias can store also NUBS data in an obj file, not like Rhino, which is only storing Polygon data within an OBJ file, you are getting now the NURBS only, which of course do not have UVs, as the UVs are already on a NURBS surface.
This is for you the reason to load the NURBS into Rhino, in order to get them tessellated and saved out as Polygons.
See here an Alias NURBS obj in Maya. Here you can clearly see that the texture is applied to the NURBS UVs.

So in order to get UVs of a file, you want to convert them into Polygons.
You can do that by opening up the OBJ export options in Alias and enable "Tessellate". This will store Polygons into the obj file and also the UVs of the data.
See here as screenshot of a tessellated Alias Sphere done during OBJ export and the UVs of the Sphere within Maya:

I hope thats a bit helpful?
In case you want to discuss that further more, please open up another Thread, as this is a bit off topic here.
Regards,

Florian Coenen