The first line under the venture is the DWM (Dance With Madhuri) sports apparel line designed keeping dancers and athletes in mind.
Like DWM, this too, is a brainchild of Madhuri's husband Sriram Nene.
"Madz and Timeless were two concepts which seemed to fit who I am. For Madz, we wanted to create a pret line of clothing that epitomised my approach to life: outstanding quality, great values, and good for everyone," Madhuri said in a statement.
The DWM shirts are engineered to be great for dancing and workouts.
"We are working on variety of workout apparel for dance and other activities including leggings, hip-hop pants, hoodies. Madz is all about looking good, feeling good and being part of something," Sriram said.