The brothers, Ajay, Atul and Rajesh, who arrived from India at the advent of democracy under Nelson Mandela in the 1990's, announced on Saturday that they would relinquish all their shareholdings in South African businesses by the end of the year.
They have set up a huge information technology company, Sahara Computers, before branching into a range of businesses.
"In the current scenario, the Gupta family is caught in a crossfire," their family spokesman Gary Naidoo told PTI.
He was referring to the pressure that African National Congress and President Zuma are currently under following the party's losses in the recent local government poll. There is also tension between Zuma and Finance Minister Pravin Gordhan.
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"The Gupta family businesses are significantly smaller in comparison to the top businesses in the country and the disproportionate media focus tells you there is a hidden agenda behind targeting the family businesses," Naidoo said, but did not elaborate on who was behind the "hidden agenda".
Earlier, there had been claims that because of the success of Gupta-owned daily newspaper 'The New Age' and TV channel 'ANN7', both with support from Indian partners, South African competitors consistently reported negatively on the family.
"Most certainly, because of the constant media negativity, there is scepticism amongst business entities which is affecting future business deals," Naidoo said.
"Hence the decision to sell all their shareholding to help secure the jobs of their thousands of employees and let the businesses prosper, as they are built on business ethics and sound family values.
Their journey in South Africa began with Sahara Computers.
"They found the business environment quite conducive and expanded their footprints into other sectors. Over 23 years the family business expanded into IT, mining, media, manufacturing and real estate with over 7,500 employees under their roll," Naidoo said.