The present invention relates to a process to prepare salt comprising the following steps: (i) preparing an aqueous salt solution containing at least 100 g/l of sodium chloride and at least 0.01 ppm of polyvalent cations by dissolving a sodium chloride source in industrial water, (ii) adding an effective amount of at least one positive retention enhancing component to the aqueous salt solution, (iii) subsequently subjecting the solution to a nanofiltration step, thereby separating the solution into a retentate which is enriched for the polyvalent cations and a permeate which is the purified aqueous salt solution, and (iv) concentrating the permeate to produce salt.