Pakistani model and actress Saheefa Jabbar Khattak, who recently ventured into the restaurant business, found herself in an emotional whirlwind after her candid comments about staffing sparked massive online criticism.
The incident has put a spotlight on the challenges female entrepreneurs face while running businesses in Pakistan, especially when their statements are misinterpreted or sensationalized.
Saheefa, who transitioned from modeling and acting to entrepreneurship, had shared her struggles of finding reliable employees for her restaurant.
In a video, she mentioned that she preferred hiring Pathan (Pashtun) staff, as she believed they were hardworking and trustworthy, citing past experiences with other workers who left abruptly or were inconsistent.
While her intention was to highlight the dedication she sought in her team, the comment ignited a wave of criticism on social media, with many accusing her of stereotyping and discrimination against Punjabis.
The backlash quickly escalated into targeted online harassment.
Saheefa later posted an emotional video, visibly distressed, revealing that her restaurant had been hit by coordinated “Review bombing.”
Dozens of one-star reviews flooded in overnight, seemingly orchestrated to damage her business’s reputation.
She described the effort as deliberate sabotage and spoke about the difficulty of managing a new venture amid such hostility.
In her video, Saheefa also reflected on broader societal challenges. She highlighted the systemic barriers women face in entrepreneurship, citing corruption, harassment, and social resistance to female independence.
She admitted that the pressure of running a business while facing public scrutiny took a significant emotional toll, explaining that she had started her restaurant from scratch with high hopes but had to navigate these unexpected obstacles.
