This article was originally published in the Brand Finance Middle East 150 2025 report and Brand Finance Saudi Arabia 100 2025 report
ROSHN GROUP is a new entrant in the Middle East 150 ranking and is now the 3rd most valuable real estate brand in the region with a brand value of USD1.1 billion.
Ghada Alrumayan Group Chief Marketing & Communications Officer, ROSHN GROUP, reflects on the brand’s impressive journey since its inception in 2020.
Interview with Ghada Alrumayan
Group Chief Marketing & Communications Officer, ROSHN GROUP
As a new entrant, ROSHN GROUP has quickly risen to become the most valuable real estate brand in KSA and the third in the region in a short span of four years. What would you consider as the defining moments or milestones in building and strengthening the ROSHN GROUP brand since its establishment in 2020?
ROSHN’s rapid ascent is tied to its strategic clarity, execution, and alignment with Vision 2030. As a ‘PIF Giga Project’ from day one, ROSHN launched with credibility and scale. Delivering flagship projects like ‘SEDRA’ early on showcased capability and earned public trust.
The brand positioned itself around quality of life, emphasising walkability, amenities, and community design moving beyond traditional real estate. Global sponsorships like Formula 1® and LIV Golf elevated ROSHN’s presence, connecting it to innovation, lifestyle, and national pride.
ROSHN GROUP also embedded Saudi identity into its projects, engaged youth and culture, and prioritised sustainability with smart infrastructure and green mobility. Internally, a strong talent culture ensured consistent delivery. These moves built ROSHN’s brand as a national developer with global relevance.
How has ROSHN GROUP adapted to emerging trends and technologies within Saudi Arabia’s real estate sector, and how has this influenced the company’s brand positioning in the market?
ROSHN GROUP embraced innovation early. Its communities feature built-in smart infrastructure digital utilities, energy management, and advanced security aligning with Saudi’s tech ambitions.
Sustainability is central, with renewable energy, EV support, and walkable planning reinforcing its eco-conscious identity.
The brand uses data to shape planning and optimise community experience, while digital platforms from virtual tours to post-handover apps make engagement seamless and user centric.
Modern construction techniques like off-site fabrication enhance speed and quality. Strategic tech partnerships help ROSHN GROUP implement cutting-edge solutions, strengthening its image as a smart, future-ready brand.
Overall, innovation and tech have moved the ROSHN GROUP beyond being just a developer to a leader in modern urban living.
Collaboration and partnerships have become crucial elements in today's interconnected world. How has
ROSHN GROUP fostered strategic alliances, and what role have these partnerships played in enhancing the overall brand value?
Partnerships are central to ROSHN’s brand-building. In sports, it sponsors the ROSHN Saudi League, Al-Ittihad FC, Formula 1®, LIV Golf, and WWE connecting with wide audiences and enhancing national engagement.
In culture and lifestyle, it backs Riyadh and Jeddah Seasons, developed the ROSHN Waterfront in Jeddah, and sponsors the Islamic Arts Biennale. Art-focused initiatives like the Tuwaiq Sculpture Symposium Integrate creativity into community spaces. Education and innovation are also priorities, with support for ‘ISEF 2025’ and partnerships with Mawhiba. ROSHN GROUP advances wellbeing through wellness focused urban design and public health collaborations.
Sustainability partnerships led to launching the ROSHN Green Initiative Centre and planting 65,000+ trees nationwide. The brand also gained visibility through platforms like the World Economic Forum and Future Investment Initiative. Social impact is equally strong, ROSHN GROUP has partnered with Ehsan and others to support housing, orphan care, and inclusion. These strategic alliances reflect a brand that goes beyond real estate actively shaping Saudi society and its future.
