Final Responses

KETURAH Brand Communications: Final Drafts This document contains the finalized, comprehensive responses for the Al Khaleej interview and the thought leadership article, compiled from the provided source materials. Part 1: Al Khaleej Interview Responses This section provides the complete responses to the questions from Farouk Mohamed of Al Khaleej. 1.1 On UAE & Dubai Real Estate Market Trends Question: What are the most prominent trends this year, and where is the (luxury) sector generally heading given the rising demand for real estate: commercial, residential, and investment? Response: The UAE and Dubai's real estate market is experiencing a significant surge that signals a new phase of maturity, moving beyond speculation towards sustainable, value-driven growth. In 2025 alone, the market generated 86 billion AED in capital gains for buyers, underscoring robust investor confidence [1]. The most prominent trend we see is a “flight to quality.” With a 39.7% increase in real estate agencies and a 34.5% rise in registered brokers in the past year, the market is more competitive than ever [1]. This abundance of choice empowers buyers to be more selective. As a result, a developer's reputation, a project’s master planning, and proven delivery are becoming the most decisive factors, especially in the luxury sector. Specifically for luxury, the trend is a clear shift from traditional amenities to integrated wellness. High-net-worth individuals are no longer just buying a property; they are investing in a lifestyle that prioritizes health, longevity, and mental well-being. This is evidenced by the explosive growth of the wellness real estate market, which is projected to reach $1.1 trillion by 2029 after growing 22.6% annually in the MENA region [2]. The luxury sector is heading towards creating holistic, bio-living environments that actively contribute to residents' health—a philosophy at the core of our KETURAH brand. 1.2 On the MAG Holding Portfolio Question: What is its size, what are its most prominent projects, and what are your plans for 2026? Response: MAG Group, through its luxury wellness brand KETURAH, has established a significant portfolio focused on pioneering the concept of Bio-Living in the region. Our portfolio is defined by a commitment to scientific research, material innovation, and human-centric design. Our most prominent projects include: • KETURAH Reserve: A 5.7 billion AED super-luxury residential project in Meydan, designed around the principles of wellness and nature. It comprises 93 townhouses, 90 villas, and 533 apartments [1]. • KETURAH Creek: An 11.5 billion AED flagship development in Dubai. • The Ritz-Carlton Residences, Dubai, Creekside: Part of the KETURAH Resort, setting a new standard for branded living. Our vision for 2026 is to solidify our position as the global leader in the Wellness Real Estate and Bio-Living sectors. This involves the strategic expansion of the KETURAH brand into new territories, including key markets in Europe and the wider MENA region, while continuing to innovate and launch new ultra-luxury assets that cater to a sophisticated, health-conscious clientele. Question: What about new projects and the target segments? (Luxury, mid-range, affordable) Response: Our focus is exclusively on the super-luxury segment, but we define it differently. For us, luxury is not about price per square foot; it is about the intrinsic value delivered through health, well-being, and a scientifically designed living environment. Our target segment is the discerning global citizen—the high-net-worth individual who understands that the ultimate luxury is time, and that time is extended through a healthier life. We are not interested in the mid-range or affordable sectors. Our strategy is to create unique, high-value assets with proprietary intellectual property, such as our Wellness Real Estate™ system. New projects will continue to push the boundaries of architectural and environmental design, targeting a clientele that seeks a sanctuary, not just a residence. Question: And what is the Group's share of the luxury real estate market in Dubai compared to other developers? Response: We don't measure our success by the conventional metric of market share in terms of volume. Instead, we focus on niche dominance. KETURAH is the undisputed leader in the “Wellness Luxury” segment in Dubai. While other developers compete on size and scale, we compete on science and substance. Our differentiation is our core strength. As I’ve said before, “In a market with abundant options, buyers become more selective. The developer’s track record and the quality of the product become decisive factors.” [1] By focusing on health-first architecture, such as our proprietary fungal-prevention systems and designs based on neuroscience, we have created a category of our own. Our market share is defined by the clients who choose us because no one else can offer a home that is engineered to improve their health and happiness. In that specific, high-value segment, we consider ourselves the market leader. Part 2: Thought Leadership Article — The Genesis of a Health-First Philosophy This section provides the drafted narrative for the thought leadership article featuring Talal Moafaq Al Gaddah. 2.1 The 150-Word Narrative My journey into Bio-Living began not in a boardroom, but from a personal, alarming observation. I saw how Dubai's humidity was creating an invisible enemy within the walls of even the most luxurious homes: fungus. This wasn't a cosmetic issue; it was a silent threat to respiratory health. I realized that true luxury is meaningless if the very air you breathe is compromised. This led to a global research initiative, not just to find a better material, but to redefine the standard of construction itself. We moved beyond conventional methods, investing in the science of materials to find a solution that would actively protect our residents. KETURAH Reserve is the culmination of that pursuit—a home engineered for biological well-being, where the structure itself is a guardian of health. 2.2 The KETURAH Reserve Innovation: From Discovery to Delivery (i) Changes in Construction at KETURAH Reserve: This discovery led to a fundamental overhaul of our construction methodology. We moved away from standard, porous wall materials that can trap moisture. At KETURAH Reserve, we have implemented a proprietary system that includes: • Antimicrobial Tiling and Materials: Sourcing and utilizing specific types of stone and tiling with natural antimicrobial and hydrophobic properties that prevent fungal growth at a microscopic level. • Breathable Wall Systems: Engineering the wall assembly to allow for natural ventilation and prevent the buildup of humidity within the structure. • Elimination of Volatile Organic Compounds (VOCs): Ensuring all paints, sealants, and adhesives are zero-VOC to maintain the purest possible indoor air quality. (ii) Investment Involved: This commitment to a health-first approach represents a significant strategic investment. We have allocated a premium of over 200 million AED at KETURAH Reserve specifically for these advanced material sciences and specialized installation techniques. This is not a cost, but an investment in the long-term health and well-being of our residents, which we consider the most valuable return. (iii) Benefits for Residents: The benefits for residents are tangible and profound. By engineering the environment at a biological level, we provide: • Improved Respiratory Health: A quantifiable reduction in airborne allergens, mold spores, and other respiratory irritants, which is especially beneficial for children and those with sensitivities. • Deeper, Restorative Sleep: Cleaner air and a healthier environment contribute directly to better sleep quality, which is the foundation of all physical and mental wellness. • Peace of Mind: The knowledge that your home is not just a shelter, but an active sanctuary that is constantly working to protect your family’s health. This is the new definition of luxury—a home that takes care of you. References [1] Dubai real estate industry surge signals market maturity, says luxury developer. (2026). [2] Global Wellness Institute. (2024). Global Wellness Statistics and Overview.