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Turn on intro of Pure or Three Lions? (5)

Ross

I believe the answer is:

pride

I'm a little stuck... Click here to teach me more about this clue!

'three lions?' is the definition.
'pride' can be an answer for 'lions?' (pride is the collective noun for a group of lions). I'm unsure of the 'three' bit.

'turn on intro of pure' is the wordplay.
'turn' becomes 'ride' (I can't justify this - if you can you should give a lot more credence to this answer).
'on' says to put letters next to each other.
'intro of' suggests taking the first letters.
The initial letter of 'pure' is 'p'.
'ride' after 'p' is 'PRIDE'.

'or' is the link.

Can you help me to learn more?

(Other definitions for pride that I've seen before include "''. . . . . goeth before a fall''" , "Excessive self-esteem" , "sense of satisfaction" , "Arrogance - self-respect" , "big cats" .)

I've seen this clue in The Sunday Times and The Times.
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