The term EMRs stands for Exclusive Marketing Rights it means the right to sell or distribute the article or product covered in a patent or patent application in the country or any specific regional area.
Let’s suppose a retailers and a distributor has exclusive right in any area, than they are the only one to sell that product in that area.

Xioami came with an exclusive right with Flipkart

You creates monopoly in market. You could be the only one who sale that product in your region.
Take bigger brands from Germany japan America Europe Australia etc to India or take any bigger Indian brand to any smaller region in India.
It can be done in many ways,

Amit Jatia took McDonals’s to India

Manpreet Gulri took SUBWAY

Jubiliant FoodWorks took Domino to India
Jubiliant Food Works has exclusive rights for Domino’s Pizza in
India, Sri Lanka, Nepal, Bangladesh. Now Jubiliant Foodworks is the only one can open Domino in these countries.
Advantages of Exclusive Rights :
First Mover Advantage
You Can Get Disproportionate Gain
You Can Monopoly In Market
Penetration In Market
Local King In Market
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