Nigar Kocharli's journey from avid reader to successful businesswoman is marked by passion, determination, and entrepreneurial spirit. Her love for books began at a young age. By the age of five, she had already become a member of the local library and devoured books with eagerness. Despite her hard work, she remained devoted to her love of literature, dedicating much of her monthly salary to purchasing books. A friend’s accidental remark prompted her to open her own bookstore. The proposal encouraged Kocharli to take a decisive step and send letters to publishers, which laid the foundation for what later became the 'Ali and Nino' bookstore chain. Bookshops «Ali and Nino,» named after the famous novel by Kurban Said, soon became a favorite place of book lovers in Azerbaijan. From a single bookstore, it has developed into a chain of stores with an online platform that offers services in multiple languages.

Kocharli's early years, spent in the lively settlement of the eighth district of Baku, were crucial in shaping her love for books and entrepreneurial spirit. Kocharli's parents, who had a solid academic background, expected their children to pursue academic fields. However, Kocharli and her two brothers took a different path, starting their own business while maintaining the self-improvement values instilled by their parents. Kocharli recognizes the impact of her upbringing and supportive communities on her love for literature and entrepreneurship as she reflects on her journey. Her story shows how passion and persistence can turn dreams into reality, from the crowded streets of Baku to the noisy corridors of her bookstores.

Reading is essential for numerous reasons. To begin with, it broadens our understanding and enhances our comprehension of the surroundings. Reading improves our imagination, writing, and speaking skills and encourages critical thinking.

Nigar Kocharli's encounter with the novel 'Ali and Nino' resulted in a pivotal moment in her life, leading to a profound connection with her city. The book was discovered in 1999 on the advice of an American journalist, but it was initially unknown to locals and only valued by foreign fans. She went to Prospero's Books, her favorite bookstore in Tbilisi, and eventually found a copy. Having dived into the pages of 'Ali and Nino', Kocharli experienced a profound transformation when confronted with bright scenes of her city and country. This fascinating narrative has brought new meaning to familiar landmarks, such as the Gosha Gala Gate and its beloved Governor's Garden, by weaving Baku's history into her own life. Kocharli set out to spread the influence of 'Ali and Nino' by publishing the novel in Russian and Azerbaijani languages. She was motivated to advocate for including the novel in the school curriculum because she believed in its timeless importance. The friendship with the German publisher Hans-Jürgen Meyer, who is a collector of over 200 editions of 'Ali and Nino' in various languages, including Urdu and Albanian, inspires Kocharli to work on translating books into multiple languages. Now, over 200 editions of Ali and Nino are available in various languages, including Urdu and Albanian.

Happiness and pleasure will only come from work that is beneficial to others.

'Ali and Nino's legacy extends beyond its pages and has shaped the cultural landscape of Azerbaijan. The novel leaves a lasting impact on those who encounter it, from the first visitors to Kocharli's bookstore as kids to the next generation of readers. Kocharli Publishing House is trying to introduce Azerbaijani readers to various literature, including their favorite classics like Jane Eyre and Madame Bovary, to fill the gaps in literary translation and enhance their understanding of world literature. While Kocharli and her team work tirelessly to broaden the literary horizons of Azerbaijani readers, «Ali and Nino» remains a beacon of inspiration, reminding us of the transformative power of the narrative and the enduring legacy of the eternal masterpiece. This isn't the only thing... Kocharli established the publishing house 'Ali and Nino,' dedicated to classical and modern literature and publishes world bestsellers in the Azerbaijani language. While discussing the publishing house's experience, Nigar also refers to the characteristics of her hometown.

Our multiculturalism is something I truly value. It is a difficult task for us, as publishers, to sell books in four languages simultaneously - Azerbaijani, Russian, English, and Turkish. Our identity is very diverse and multi-layered, and it’s beautiful.

Furthermore, she established the National Book Award to support young writers and make Azerbaijani literature more popular. The online platform has been running an initiative to help women entrepreneurs for two years. Women-owned brands and start-ups can sell their products without any trade margin. Alinino.az is responsible for all logistics and marketing expenses. More recently, together with her husband Shahbaz Khuduoglu, Nigar founded the social project "Təkərli Kitab Dükanı." Residents of mountain villages and remote villages have no opportunity to visit bookshops or libraries - for them, it was the project of a mobile bookstore that travels to all regions of Azerbaijan.

She admires Chekhov, Charlotte Bronte, and Runosuke Akutagawa in literature. Heritage is something she takes personally.

This is a matter of personal interest. My grandmothers and great-grandmothers are the legacy that I hold dear. Their presence makes me feel connected, and I am thankful for the strength and faith in myself they have given me. To me, heritage is the amalgamation of cultural traditions, historical knowledge, and skills. The place we come from is significant, but the place we go is even more critical.