Vaishali Keswani likes to describe herself as the “momager” for her social media superstar son, known as “‘Big Nik’ Keswani to his millions of followers.
But spend a little time with the pair and it’s clear who holds the cards in this relationship.
“She’s like my assistant,” admits Nik, who started earning tens of thousands of dollars a month after his humorous Vine videos began going viral two years ago.
Born with a rare form of dwarfism and partially blind and deaf, the 17-year-old is constantly fielding offers from studios, game developers, app designers and record labels wanting him to share their products with his massive audience of teenagers.
The Keswanis are the stars of PEOPLE.com’s web series The Keswanis: A Most Modern Family, which features Vaishali, her doctor husband Anil, Nik, beauty pageant rookie Sarina and transgender first-grader Devina.
Vaishali’s role, she says, is to serve as a sort of maternal go-between for her son and those approaching him with business deals. “She’s constantly checking for emails and getting back to them,” adds Nik. “But she leaves the pricing and business stuff up to me.”
The arrangement, Vaishali claims, took a bit getting used to, but she quickly realized her precocious teenage son was a natural whiz when it comes to business matters and knows better than to constantly bombard his followers with an endless stream of ads and promotional pitches.
“I have no clue where he gets it and I used to question it,” she says, explaining how frustrated she’d get when he’d turn down offers. “But his gut instinct is always spot on. What he’s got, you don’t learn in business school. You can’t learn it. You either have it or you don’t.”